Qass . 

Book . 

COPYRIGHT DEPOSIT 



jf7 

THE 

SMALL NURSERY 



The 
Small Nursery 

A DISCUSSION OF FIRST PRINCIPLES 
GOVERNING ITS SUCCESSFUL 
ESTABLISH ylENT 



By 

Nelson Coon 




NEW YORK 
THE A.T. DELAMARE COMPANY, Inc. 
1923 



Copyright, 1923, by 
The a. T. De La Mare Company, Inc. 



NOV -5 ^3 

©C1A759703 



CONTENTS 

PAGE 

Preface vii 

Publisher's Note viii 

Part I — Anticipation 

Chapter I. "To Be or Not to Be" a Nurseryman 1 

Chapter II. What Other Nurserymen Advise 8 

Part II — Preparation 

Chapter III. Establishing a Nursery Office 17 

Chapter IV. The Fundamentals of Selling 25 

Chapter V. The Practice of Publicity 33 

Chapter VL The Practice of Salesmanship 41 

Part III — Realization 

Chapter VII. Some Thoughts on Landscaping 53 

Chapter VIII. Your Relations with the Customer 58 

Chapter IX. The Nurseryman and the Law 61 

Chapter X. Planning for Planting ; 62 

Chapter XL Buying For Planting 68 

Chapter XII. Care in Planting 76 

Chapter XIII. Bibliography of the Nursery Business 80 



Appendix A. A Practical System of Cost Accounting. ... 83 
Appendix B. Horticultural Standards 95 



V 



PREFACE 



With the advent of the new nurserymen's slogan, 

"It's Not a Home Until It's Planted," 

it behooves every florist or would-be nurseryman to 
realize that the demand for the planting of home grounds 
ha^ just begun and that he should prepare himself for 
this demand by starting a landscape department. This 
book is written with the hope of guiding the footsteps 
of the novice in the business end of the nursery. 

Just as a book on automobiles would undoubtedly fail 
to tell the reader how to run a garage, so does the average 
horticultural literature fail to pay much attention to 
selling methods and business practice. For those who 
wish to learn about the growing of stock, there is an ample 
Hbrary available; a short list of such books is given in 
Chapter XIII. 

There are, of course, many details that have purposely 
been omitted from this book (such as the principles of 
bookkeeping), for such things need a volume to themselves. 
Rather have I tried to outline a course of action and of 
study, and I have tried to present the gloomy as well as 
the rosier side of the business. 

I wish to give thanks to the many nurserymen who 
have contributed to parts of this work and particularly 
do I wish to thank one who has given many helpful sug- 
gestions and who first guided my footsteps over the path 
of nursery selling — S. Mendelson Meehan of German- 
town, Pa. — he to whom this book is dedicated. 

Nelson Coon. 

Rhinebeck, New York 
January 1, 1923 

vii 



PUBLISHER'S NOTE 



^HIS book has been written by a nurseryman for other 



nurserymen, both actual and prospective. This, in itself, 
is of no little significance, for when an industry such as the nursery 
business reaches the stage of needing and having its own litera- 
ture, then it certainly can be said to have won a position of 
permanent prestige and unquestionable importance among the 
forces and agencies that are carrying on the world's work. 

Much has been written for the general grower about the 
methods of propagating and growing nursery stock, but this is, 
so far as we are aware, the first attempt to systematically 
review the basic principles of business organization and admin- 
istration that are no less essential to the success of a nursery 
enterprise than to that of any other industrial or commercial 
venture. The author has discussed these fundamentals in rela- 
tion to the "small nursery," partly because it is in that con- 
nection that they can be most concisely covered and most 
easily grasped; partly because it is the type of business with 
which he is personally familiar; and partly because it is the kind 
of business with which the greatest number of beginners will 
naturally be concerned. It is a welcome pioneer in a broad, 
fertile field that needs and deserves development. 

Special attention is called to the Appendix, in which are 
presented, through the courtesy of The Florists Exchange and 
Horticultural Trade Worlds an excellent and simple system of 
cost accounting that has proved its usefulness; and, through the 
courtesy of the Standardization Committee of the American 
Association of Nurserymen, the entire text of that Committee's 
admirable report as approved by the ^Association in July, 1923> 
and thereby adopted for the use of all members and ultimately 
— it is to be hoped — for the use of all progressive nurserymen, 
everywhere. 




Vlll 



PART I 
ANTICIPATION 



Chapter I 



^TO BE OR NOT TO BE" A NURSERYMAN 

IF the reader of this book is already a nurseryman, or 
if he is just starting such a business or department, 
it may seem foolish to ask whether or not one should 
embark on the venture. But there are certain considera- 
tions that it may be well to review. 

First, with respect to the florist-nurseryman. One 
does not expect to find Henry Penn or Max Schling out 
in the field discussing the merits of Spiraea Vanhouttei. 
Yet it seems perfectly natural to us that the great Rose 
growers like F. R. Pierson and A. N. Pierson should have 
nurseries of which they are justly proud. Out in the 
Middle West is the firm of Holm & Olson which success- 
fully combines the work of retail florist and nurseryman. 
In the ranks of the seedsmen the name of Vaughan stands 
out as a well-known example of the successful combina- 
tion of a nursery with other lines. 

From this brief mention of the more familiar names, 
we can turn to that longer list of country florists who 
have profitably added a nursery branch to their business. 
This leads us to the conclusion that the first requisite for 
a nursery is a location in or near the country, within easy 
reach of other kinds of work. 

A seedsman with a chain of stores recently told the 
writer he had been selling shrubs for years because ''the 
people demanded it and when they came to the store to 

buy a shrub, they usually bought a good order of seeds, 

1 



2 



THE SMALL NURSERY 



and vice versa'' One cannot very well get away from the 
fact that if he has the stock there is rarely any trouble in 
selling it. Although the time will soon come in the 
nursery business when there will be plenty of stock for 
all, business can never be done satisfactorily if you have 
to rely for your stock on some distant wholesaler. There 
is nothing that a customer likes better than to have you 
say, **Yes5 we have it growing right here. Would you 
like to select and help dig it There is a psychological 
effect about being able to see nursery stock growing that 
is hard to discount. 

WHY FLORISTS SHOULD RAISE NURSERY STOCK 

There are various reasons why florists are adding a 
nursery to their business. The first, as has been suggested, 
is the actual demand on the part of the public. It is only 
natural for customers to expect a florist to sell a shrub 
or two along with an order for some other plant, because 
the public does not clearly appreciate the differences 
between the several lines of our allied trades. We are all 
horticulturists and as such we should provide everything 
that the name implies. This demand of the public that 
the florist should handle shrubs and trees is more pro- 
nounced in suburban districts and localities where there 
is no nursery, and a survey of the situation shows that 
such places are numberless. Then, too, the demand for 
ornamental plantings is increasing steadily, in spite of the 
economic conditions that are disturbing other industries. 

Another reason why the florist is called upon to supply 
nursery stock is that the public has become wary in its 
dealings with the average ''tree peddler'* who, all too 
often, without knowledge of the first principle of land- 
scape requirements, sells a bill of goods and then washes 
his hands of the entire matter. The purchaser of trees 



NURSERY STOCK FOR FLORISTS 3 



and shrubs wants someone to fall back on in case of loss, 
someone whom he can question as to the future care of 
the stock, etc. Such a one, furthermore, is willing to pay 
for this accommodation. The better class customers of 
today with whom we have to deal don't usually mind 
the cost — what they want is ^'Service.'' The established 
florist, being well known and respected, has an oppor- 
tunity here that is of inestimable value. 

Start out not with the idea of cutting the tree agent's 
prices, but with the idea of selling "trees plus service'' 
and charging for what you sell. As an actual fact, how- 
ever, you can usually buy and sell a plant so as to make a 
neat profit and even then undersell the tree agent by about 
one-third. The prices these men charge are, as a rule, 
exorbitant, and necessarily so, since the ''agent" some- 
times gets 40 per cent, while 10 per cent goes to the man 
who delivers. (You will always notice that the man who 
sells never delivers, this arrangement being to prevent 
argument or cancellation of the order by the customer.) 
Deducting the 40 per cent, plus the 10 per cent, leaves us 
50 per cent, or a fair retail price for the firm handling 
the transaction. With your business right at home you 
need only charge one profit, thus saving your customer 
money and giving him service as well. 

The reader will note instantly whether or not these 
conditions exist in his locality; if they do he can feel that 
the first element of success is present and may proceed 
to analyze his territory further with the idea of meeting 
this demand for nursery stock. A good way to do this 
is to take a map of the locality and ascertain carefully 
just what percentage of its population consists of well- 
to-do- prospects; not, necessarily, the number of wealthy 
people, but of that other and better class of prospects — 
the prosperous home owners. Also let him spend a day 



4 



THE SMALL NURSERY 



or several evenings driving around to see how many places 
there are that would be improved by landscape planting. 
If pleased with the result of his investigations, he should 
at once lay plans to embark in the nursery business. 

Right at this point may be a good time to consider one 
of the objections that may have come to your mind, 
especially if you are already doing a large business in 
potted plants for the Spring trade. That question is as 
to how far the nursery business will conflict with your 
floral work. There is no denying that if all the nursery 
work came in the Spring, there would be some objection 
on this score. It is an acknowledged fact, however, that 
Fall planting is as generally satisfactory as Spring plant- 
ing, and by stressing this point in all of your advertising 
you can find much to do in the. Autumn. Then, too, dur- 
ing the Summer you will have ample opportunity for 
activity in soliciting business and getting the nursery 
into shape. 

The question of whether or not you should extend your 
operations into the nursery business depends to a greater 
or less extent on your equipment. In the sense that the 
word ''equipment" is used here we refer not to such 
material things as shovels, spades and delivery cars, but 
rather to ''yourself." 

The vital power of the nursery business, like that of 
any other business, is in the breadth of the management, 
in a thorough knowledge of the profession, and in the 
abihty to sell and to grow. Before you purchase a tree 
or plant out a shrub you should feel convinced that you 
are in love with your work and are willing to push it to 
the limit. Many an enterprise proves a failure because 
the owner does not ha\'e faith enough in it to stand behind 
it strongly during times of trouble. If you have faith 
and ambition you stand a big chance of success. As faith 



HOW TO LEARN PLANT NAMES 



5 



without works is useless, so you must be willing and able 
to spend some time in intensive study, for the technical 
knowledge, etc., required in the nursery business is akin 
to that required by the druggist. It would seem to the 
writer that the very first requirement of the successful 
nurseryman is a thorough and growing understanding of 
horticultural nomenclature.* 

HOW TO LEARN" PLANT NAMES 

This matter of correct names is not as hard as it seems. 
If you learn to identify a plant or two every day you will 
soon acquire a good store of knowledge. Do not try to 
learn a lot of names at once, for ''it can't be done," and 
plants cannot be identified by mere ''book learning." 
Any nurseryman will tell you that. Unless you are able 
to go to some school, it is conceded by some of the best 
nurserymen that the following is the best method of 
learning plant names: 

Take the catalog of any reliable wholesale nurs- 
ery and copy the technical and common names 
as given, regardless of whether you know them or 
not. Repeat this process for several weeks, mean- 
while identifying as many of the plants as pos- 
sible. If it is practicable, after this you should 
visit some nursery and go over all the plants with 
someone who can tell you their names. You will 
find that with the name of the plant already in 
mind, you need but this one introduction in order 
to remember forever that plant and its names. 

The introduction alone is not enough. For in- 
stance, you may never have heard the name 
"Retinispora pisifera aurea" and in walking about 
with some friend nurseryman, when he points to 

*The growing appreciation of the importance of this subject is indicated by 
the organization, a few years ago, of tlie Joint Committee on Horticultural Nomen- 
clature, for the purpose of preparing an official, standardized catalog of plant 
names. This volume, the result of an immense amount of magnificent work, 
s now available for the use of horticulturists and others. — Editor. 



THE SMALL NURSERY 



a tree and says, ''Isn't that a nice Cypress ?" you 
say, *'Yes; what's its name He then tells you 
what it is, but the name makes no impression on 
your mind, because you never have seen it written 
out or written it yourself. But if you have prac- 
ticed conscientiously writing out its names, a single 
identification will fix both the name and the plant 
firmly in your mind. 

The above suggestions for the study of the technical 
side of the nursery business may seem to involve a labori- 
ous plan, but it is true that only by constant application 
can you hope to attain the greatest success. 

A further qualification for success in the nursery busi- 
ness is the matter of proper finances. Unless you have 
sufficient surplus funds (which very few of us have these 
days) do not think of entering the nursery business with- 
out the help of borrowed capital. In order that the 
nursery shall be a paying investment, a good stock of 
plants must constantly be on hand, and growing. It is 
the profit you can make on your investment on which 
you should figure rather than the expectation of paying 
back the full value of the investment the first year. No 
large concern today is doing business with anything but 
borrowed capital, and as long as you can maintain the 
inventory to back it, there is no sin in using borrowed 
money. 

Local conditions will, of course, determine the amount 
of money you will need to start your venture, but you 
should figure on being able to borrow anywhere from three 
to eight thousand dollars to use as a working basis. 

The final consideration is a proper and convenient 
acreage for your nursery. Few florists enjoy the advan- 
tage of a large plot of land directly adjoining their shop 
or greenhouses, and while a nursery so located is greatly 
to be desired, it is more often necessary to make outside 



QUALIFICATIONS FOR SUCCESS 7 



purchases of land for this purpose. When your nursery 
is some little distance from your office you can overcome 
the difficulty with the aid of a good show ground^ which 
is a matter we will discuss in another chapter. The ques- 
tion of just what land you should buy or lease is discussed 
in Chapter X. 

It may seem to the reader that there have been things 
written in this chapter that are disparaging to the busi- 
ness, but such is not the case. Rather has an effort been 
made to point out some of the rocks that might lie ahead 
and to help the man who contemplates entering the busi- 
ness to make an unbiased decision. To that end also the 
next chapter has been prepared to give, as it does, ''straight 
from the shoulder" advice from men who know. 

Remember, however, ''nothing ventured, nothing 
gained." 



Chapter II 



WHAT OTHER NURSERYMEN ADVISE 

IT may be interesting as well as instructive for the 
person who is contemplating the establishment of a 
nursery to know what the leaders in the nursery field 
think of the small nursery conducted as an adjunct to the 
florist business. As many years ago as 1906 the late Wil- 
liam Scott, in his '^Manual/' urged florists to take up 
nursery work, if only in a small way. And today the 
optimistic Fritz Bahr keeps hammering away at the same 
idea in his Week's Work Department of The Florists 
Exchange and Horticultural Trade World, 

In quoting the nurserymen who have written to the 
author on the subject of nursery work it may be well to 
divide the quotations into logical groups, rather than 
to quote the letters as a whole. The first chapter of this 
book was the discussion of the advisability of running 
a small nursery, and on this subject Jackson & Perkins, 
Newark, N. Y. — among the greatest of the wholesale 
nurserymen — write, ''We have always thought that local 
florists were neglecting very profitable fields in not giving 
more attention to the nursery business.'' 

''The introduction of nursery sales into the florist's 
business is a great hobby of mine," we are told by Theo. 
V . Borst of the American Forestry Company, Boston. 
"What I am recommending is already being done with 
considerable success and I look to a great enlargement of 
business for the florists . . . from this source." 

8 



WHAT NURSERYMEN ADVISE 



9 



H. E. Holden of the American Nursery Company of 
New York City, points out the necessity of a good loca- 
tion for the nursery when he says, *'When properly fol- 
lowed up, it can be made an enormously paying adjunct 
to any florist business, providing, of course, it is located 
well and not Vay back in the sticks' where nobody can 
find it." 

ONE WAY TO INSURE SUCCESS 

Another line of thought is well expressed in what is 
said by the F. & F. Nurseries of Springfield, N. J., of which 
the veteran nurseryman, Carl H. Flemer, is proprietor: 
*'The florist," they say, ''can certainly conduct a landscape 
department with his own business and make a success 
of it locally. He must not imagine, however, that this 
business will be a success if he tries to do it at odd times. 
He must make a regular department of it with someone 
at the head to run it for him or who can at least take and 
execute his orders. By pushing this end of his business 
and properly preparing for it, he will find there will be 
nice profit in it if it is conducted right." 

R. M. Wyman of the well-known Framingham (Mass.) 
Nurseries writes, in part, ''Undoubtedly the nursery busi- 
ness would be a valuable addition to a florist's business, 
particularly the retail florist's." 

The requirements for success in this business are 
summed up by the D. Hill Nursery Company, Dundee, 
111., when it says, "The florist growers who have suffi- 
cient room and are located in the residential sections are 
best qualified to handle nursery stock as a side line." 

Although their viewpoint is that of a nursery company 
entering the florist business, there is food for thought in 
the following quotation from the letter of the Elm City 
Nursery Company of New Haven, Conn.: "It seems to 



10 



THE SMALL NURSERY 



us that there is a point where a sharp hne should be drawn 
between the nursery and florist business, over which It 
is not practical for either side to trespass. We have 
found in our business that if we confine ourselves to 
nursery stock rather than attempt to sell some florist 
stocks, we get better results. One must absolutely know 
his line in these times. We have no time to study up on 
the various types of bulbs, their colors, their habits, 
and things of this decription, but leave such things to a 
florist. In regard to bedding plants, we feel the same way. 
This is a florist proposition and we believe in leaving it 
to them. We believe that each line is large enough to 
occupy a man's whole time. 

*'The florist ought to secure the services of good nurs- 
erymen who are familiar with the uses and the habits of 
nursery material, otherwise they will find they are getting 
into deep water and will make trouble by recommending 
plants not suited to certain locations. Perhaps a great 
number of florists have had enough experience with the 
average run of plants to know how to use them, but we 
find that some of them, though eager to do a landscape 
planting, ball up the job and cause the nurseryman to 
lose out on what would have been a good proposition.'' 

This viewpoint only stresses what was said in the first 
chapter — that the florist-nurseryman must be willing to 
study and know his business, otherwise failure and trouble 
await him. 

Although various factors of management and opera- 
tions will be discussed in later chapters of this book it 
will be interesting to point out right here what diff'erent 
ideas these well-known nurserymen have brought to 
light. First in point of discussion is Management. 

*Tn the large majority of cases, it would probably be 
advisable to deal In trees and shrubs rather than to grow 



HOW TO INSURE SUCCESS 



11 



them, which requires a considerable outlay of capital 
as well as men well experienced in the nursery line. The 
florist in a small town who is fortunate enough to have a 
vacant lot near him can best take care of this business by 
purchasing a moderate quantity of stock at the beginning 
of the season and heeling it in. This will enable him to 
take care of ordinary orders. Larger orders could be 
handled by shipping them direct from the nursery to the 
customer. A man in such a position could take care of a 
limited number of shade trees as well as evergreens and 
shrubs.' —R. M. Wyman. 

**A sales yard where a stock of these items may be 
carried through the Spring and Fall shipping seasons 
seems to fill the bill more fully than any other mqthod 
we have ever tried. We believe the average florist who 
can secure a yard within easy reach is wise to carry 
samples, heeled in in an attractive manner.'' — Storrs & 
Harrison Company. 

'*Where this is not possible it seems to us that a florist 
would do well to act as a representative for a nursery, 
making the sales and ordering material just as it is wanted 
for each order." — The Wm. H. Moon Company. 

THREE KINDS OF FLORIST-NURSERYMEN 

From the above suggestions it may be seen that there 
are three ways in which a florist can handle nursery stock, 
each method fitting into his own peculiar circumstances. 
These are: 

1. The city florist with just a shop can be a nursery 
agent. 

2. The florist having greenhouses and'space for a show 
ground can do a good business without growing his 
own stock by having good connections with a large 
nursery. 



THE SMALL NURSERY 



3. The florist with plenty of land nearby can grow 
at least part of his own stock and thus become a 
full fledged florist-nurseryman. 

If you decide to start in busness by first establishing 
a connection with a large nursery^ the following sugges- 
tions off'ered by Mr. Wyman will be of interest: 

believe that most florists could eff^ect some sort of 
working arrangement with nearby nurseries so that they 
would not have to stock up with any particularly large 
quantity. They could probably arrange so that delivery 
could be made twice a week^ thereby not only keeping 
up their stock but also having larger orders shipped direct 
to their customers. The advantage of merely handling 
stock over trying to grow it is that you do not have to 
tie up any capital for any length of time. You can get 
quick turnover. Also you do not have to worry about 
growing the plants. It is the wisest plan and will prob- 
ably yield just as large a profit." 

Of course, it must be remembered in this connection 
that you simply cannot do much business unless you 
have the goods. This plan would undoubtedly be excel- 
lent in the handling of shrubs alone, but in the case of 
evergreens it is more desirable to have the stock on hand, 
not only for selling reasons, but on account of the high 
cost of transporting plants with balls of earth. The cost 
of packing and expressing a single evergreen would amount 
on an average to almost seventy-five cents, while the freight 
charges for the same tree shipped as part of a carload 
would be only about fifteen cents, and the plant would 
reach you in better condition. 

It is interesting to note that practically every nursery- 
man who has written to the author has mentioned in 
some way or other the importance of a good sho^ ground. 



KINDS OF FLORIST-NURSERYMEN 13 



Some place near the entrance to your greenhouses, even 
if only a small bed where you could group one or two of 
each of the evergreens and, perhaps, some shrubs, is all 
that you need. The reason for this show ground is best 
summed by this statement made by the F. & F. Nurs- 
eries: ''A florist who is to build up a business of this kind 
must also have a small piece of ground on which he plants 
out a limited number of all the things he thinks he will 
have a call for, so as to show his customers what they 
are like and even enable them to choose from this stock. 
He can usually demand a better price that way." 

As suggested earlier in this book. Capital and Knowl- 
edge are the two main requirements for success. This sug- 
gestion is corroborated by the following quotations from 
well-known nurserymen : 

**Florists should work for a quick turnover and keep 
their capital liquid. The growing of fine nursery stock 
ties up capital for a period of years, so they might far 
better become agents for reputable and successful grow- 
ers;" that is, if ample finances are not available. 

If finances are available, but if the proprietor does not 
feel equal to the task of growing the stock himself, then 
"he will need an experienced plantsman for that work. 
This man in the slack nursery season can fill in his time 
in the florist end of the business, or go out and canvass 
the city or town and its environs. He must be employed 
in some way during the dull seasons, of course, but should 
be transplanted if the nursery work (as in our opinion 
it should be) is confined to the Spring and Fall seasons. 
He should not attempt to plant at all times; it costs 
too much to do that." 

It is needless, of course, to point out that having plenty 
of money, plenty of stock, and plenty of knowledge will 
not sell the stock nor bring profits. The thing needed to 



14 



THE SMALL NURSERY 



do this is Publicity, as thus ably pointed out by Mr. 
Holden: 

"The matter of building up a business is a pretty deep 
study. The florist, as a rule, already has a trade to 
start on, for his flower customers will quickly respond 
to the advances of the nursery end once they know the 
florist has the stock to off'er. Few florists would find it 
profitable to send out a complete catalog. This brings us 
to possible advertising in the local papers, which is usu- 
ally a good puller. Inexpensive but tasty little booklets 
of nursery off'erings; mailing cards or folders; something 
in the line of printed work which may be mailed for a 
cent or even two cents; or, if the territory is not too ex- 
tensive, handed from door to door — these are always good 
pullers. Publicity is the main thing. Once people know 
that they can get their stock nearby, they will respond, 
providing they know that the service and the stock are up 
to the mark.'' 



Thus we end the first part of our book and the subject 
of Anticipation, For the man who is already running a 
nursery there can only be agreement or disagreement 
with the theories and suggestions contained in these two 
chapters. But for the man who is contemplating the 
establishment of a nursery, there has been presented 
some food for thought that is well worth digesting. 



PART II 
PREPARATION 



Chapter III 



ESTABLISHING A NURSERY OFFICE 



S this book is written to help, if possible, the man 



about to enter the nursery business, we will pre- 



surhe that he has now made up his mind to start 
along one of the lines suggested in the second chapter 
and is ready to begin operations. It is the honest opinion 
of the writer that the proper place to start work is the 
place where all other work originates — the office. 

It is true that clothes don't make the man, but there 
is no gainsaying that they go a long way in creating 
impressions. I have in mind a large nursery which grows 
good stock and gives real service; yet, if the prospective 
purchaser were to gain his impressions from its office 
it is quite likely that he would pass on to the next place. 
There are doubtless hundreds of ten-acre nurseries with 
a better office system, and a more impressive front. 
However, this big concern doesn't get its business because 
of that poor office but in spite of it; and because back of 
it all it has the stock to offer. 

In the case of the small nursery where stock is none too 
plentiful, it is, therefore, of double importance that the 
methods be up-to-date and that good first impressions 
be made. How, then, can these good impressions be 
made? And what are the requirements for an efficient 




office ? 



17 



THE SiMALL NURSERY 



ELEMENTS OF AN" EFFICIENT OFFICE 

Appearance. — Naturally, a neat, nicely painted build- 
ing is the first essential of the model nursery office. 
Buildings of a low rambling bungalow type usually look 
w^ell, blending much more easily with the surroundings. 
Rustic effects are good when well executed, but otherwise 
are glaring. The size of the building will depend entirely 
upon the circumstances. In planning to build a new one 
be sure to provide for a drafting table of ample size sup- 
plied with light coming from a large north window. Pro- 
vide also for plenty of storage shelves for stationery and 
allow for a small private office or consultation room. 

Of great importance also is the show ground, which 
should be planned for when the nursery is laid out and 
which should be as near the office as possible. This show 
ground will not only help you to sell more goods, but will 
help you to sell them more easily by saving trips into the 
nursery with prospects in tow. 

In the interior of the office, neatness is not only attrac- 
tive, but makes for efficiency as well. Old-fashioned 
desks, old typewriters, or any other old items of equip- 
ment make no difference // you have definite places for 
them and // they are found in their places. 

Office Equipment. — Let us see just what the physical 
equipment of a good office should be. Of first impor- 
tance are the 

Desks. It is generally accepted that flat- top desks 
are the best for the modern office. Not only are they more 
sanitary, but accumulations of papers are more notice- 
able on them and hence they are more likely to be cleared 
off once in a while. If you expect to employ a stenog- 
rapher provide for her proper working space, with light 



THE EFFICIENT OFFICE 



19 



properly arranged to fall on the left side, and a typewriter 
desk or low table to work on. It is nothing short of crimi- 
nal to expect anyone to typewrite on a thirty-inch table. 

Little need be said of the choice of chairs, except to 
note that pads should be provided for those who do desk 
work all day. 

Filing Equipment, Just one word is necessary in 
speaking of filing equipment and that is standardize. 
Steel filing cases are, of course, preferable, but in any 
event buy some standard make, and a kind to which 
other sizes and shapes may be added as necessary. You 
will want to buy more of this sort of thing yearly as your 
needs increase and it is much easier and better if every- 
thing is of one type. 

Machinery, With modern machinery to aid her, one 
stenographer can today perform what it used to take 
three or four to do. In this connection, reference is made 
to standard keyboard typewriters, adding machines, cash 
drawers, duplicating devices, addressing machines, check 
writers, etc. The manufacturers of these devices claim 
that they actually pay for themselves in the time and 
labor they save, and if you have any considerable amount 
of work to do this is certainly true. These appli- 
ances should be bought as investments with your original 
capital; they will pay big dividends. 

Given the above equipment to work with, there are 
records and forms that must be prepared as soon as pos- 
sible, and although mention will be made of them later 
on, it may be well to go over them briefly. 

OFFICE RECORDS AXD FILES 

First in importance among the office records is the 
mailing list. If your list of prospects and customers 



20 



THE SMALL NURSERY 



contains over 500 names these should go on individual 
cards; if they number over 2000 you will most likely 
want them on the cards or plates of an addressing machine. 
In either case you will find that the following informa- 
tion on the card will be useful. 

L Name of prospect or owner. 

2. Complete address. 

3. Name of buyer or gardener. 

4. Some system of letters or figures to indicate what 

value you place on the prospect. 

5. Blank spaces for recording sales and other data. 
If you use an addressing machine, these facts can to a 

large extent be indicated by the color of the card or the 
use of index tabs. 

The building up of a good mailing list is no easy mat- 
ter, but when you are first starting one you will have to 
use telephone books, city directories, blue books, and the 
like. Don't purchase ready-made mailing lists unless 
you are absolutely certain of their value. 

Revision of the mailing list can be accomplished in a 
number of ways. Every time you see a house that needs 
planting, find out the name of the owner and add it to 
your list. Keep watch of the daily papers for notices of 
new buildings being erected. Once a year send a copy 
of your list to the postmasters of communities represented 
on your list and they will check off any persons dead or 
no longer in their vicinities. This will save you many pen- 
nies and the postmaster only charges sixty cents per hour 
for his work. 

If you are interested in learning more about mailing 
lists, their preparation, and their many uses, send to the 
Addressograph Co., 910 West Van Buren Street, Chicago, 
111., for its booklet, ''Mailing Lists That Pay,'' which is 
well worth reading. 



THE EFFICIENT OFFICE 



21 



Next in importance to the mailing list is the stock 
record. This must be so constructed as to tell you in- 
stantly just how many plants of a given kind you have 
on hand at any time — even right in the midst of the 
selling season. The first thing you must do is take or 
have made an inventory of every plant, tree, and shrub 
on the place, to include its size and a short description. 
Whether you put this information on cards or in a book, 
or have some more elaborate system, the data should be 
arranged somewhat as follows: 

Nurs- 

Name Descrip- Height ery Inven- Price Book- 

tion Block tory ings 

Berberis Thunbergii. . . . xxx 2-3' 14 575 75c. 
(Japan Barberry) 

Rosa Rugosa. . . poor 18" 12 300 25c. 

(Japan Rose Pink) 

The bookings should be made, of course, every time you 
make a sale and then you will always know just where you 
stand; by going over the bookings weekly you can keep 
in mind just what you are short or long on and order 
more plants, or push the sale of those you have, as may 
be necessary. 

Never was a nursery run that had everything on hand 
that every customer wanted, so it is highly desirable that 
you keep a catalog file. Fifty catalogs heaped in a 
pile on a table don't help much when you have a customer 
waiting while you find where you can get five plants of 
Helleborus niger. But put those same catalogs in a 
regular correspondence file drawer and index them, and 
you will be surprised at the ease with which you can 
locate any needed plants. 

Another great help in any nursery "is an adequate 
library. The questions that customers can ask is be- 
yond human comprehension and Bailey's Cyclopedia is 
not the only book that is needed. The list of books given 



22 



THE SMALL NURSERY 



in the last chapter can serve as a starter, but there are 
new ones being issued yearly that you will want. 

Before trying to tell you what kind of an order system 
to choose, one w^ould have to know every detail of your 
business, for there are as many different systems and 
styles of order blanks as there are nurseries. Two funda- 
mental things must be kept in mind as essential to a suc- 
cessful order system : 

a. It should keep at least one copy of the order for 
the office record and provide a good clear copy for the 
man who digs the order. In addition, a copy of the order 
makes a good form of acknowledgment for the customer. 

b. It should provide space on the order sheet for all 
necessary information. Personally I think one thing 
that should not be omitted is the name of the person that 
took the order. If it is a planting order, there should be 
a request that the person who is going to deliver and plant 
it talk with the salesman before doing the work. The sales- 
man can often give little personal facts about the cus- 
tomer, and hints that help to make the customer think 
everyone is taking a personal interest in his order. I have 
found that, after all, it's the personal touch that is the 
big thing about the nursery business. My customers 
want me to plant their orders because it was my vision 
that helped them arrange their place. And however 
careful I may be in writing an order, I cannot impart to 
any planter the personality of my work. If your business 
is so big that you cannot superintend every job you get, 
at least drop around once in a while and see that every- 
thing is going right. As Fred C. Weber, the florist, says, 
**A sale is not a sale unless it ends in satisfaction." So 
plan now to make your orders clear. 

After your first orders are filled you will find the need 
for an accounting system. (You will note that the 



EFFICIENT OFFICE SYSTEM 



23 



word "accounting'' is used in place of the word '*book- 
keeping/' which impHes simply a method of recording 
sales, credits and debits, whereas accounting has a broader 
meaning.) As with your filing equipment, standardize 
on some one of the better known systems of accounting, 
selecting, preferably, a loose-leaf system that can give you 
other facts than the mere story of debits and credits. In 
these days of heavy competition and small margins there 
must be a knowledge of costs and profits and an ability 
to tell vital facts about your business. (For some ad- 
mirable suggestions as to simple cost accounting for grow- 
ers, see Appendix A, page 83.) 

The correspondence file is something that almost 
every business makes use of. But too often it is confined 
more strictly than it should be to '^correspondence.'' 
It should include not only letters, but also records of your 
conversations when they relate to orders and other busi- 
ness matters of importance. For instance, if a customer 
calls and you quote him verbally on certain trees, put 
that fact in writing, date it and file it. 

Files should be gone over yearly and combed of useless 
matter; the semi-important documents may be ''retired" 
to boxes where they can be reached if needed. Around 
the first of January is a good time to do this. 

Yoii will find it very helpful to keep also an advertising 
record in the form of a scrapbook. Every bit of 
advertising that you do should be pasted in this book, 
together with a short written record of how much it cost 
you, how many copies were used, how successful it was, 
etc. When you come to plan advertising in after years 
you will find this book useful in determining what things 
really pay. 

After you have all the above-mentioned factors in 
working order you can pat yourself on the back and con- 



24 



THE SMALL NURSERY 



sider that you are ready to go after the business through 
advertising and through personal salesmanship, both of 
which are touched on in succeeding chapters. Meanwhile, 
establish in your office a regular itinerary for every paper 
that comes into your office. Make up this office routine 
carefully and follow it strictly, but don't make any office 
rule so strict that there cannot be reasonable exceptions. 
Differentiate between the mere machine and the personal 
touch systematized. Begin today to make everything 
about your office distinctive, systematic, and human, and 
thus create an atmosphere to which your customer will 
react favorably. 



Chapter IV 



THE FUNDAMENTALS OF SELLING 

IN Italy, not long ago, some groups of factory workmen 
thought that the management of their factories was 
taking all the profits without doing any productive 
work. So, taking things into their own hands, they 
threw said management out. These men were not below 
the normal of intelligence, and for a time their efforts 
at running the factory were successful. Production went 
along as usual or even better and they were elated. 

But soon came a time when they realized that every- 
thing was production; that there were no sales and hence 
no cash with which to pay themselves. Not understand- 
ing finances or salesmanship, they could not move the goods 
they made, and they finally admitted their failure and 
begged the office force and management to return. 

In this story there is a lesson for every business man, 
which is that ^'Production is valueless without selling.'' 
In times of war or of depleted markets, one's efforts at sell- 
ing represent merely the function of order taking, but as 
times of stricter competition draw nigh it is necessary to 
talk a little more convincingly, advertise a little oftener, 
and write a little more strongly. Here is the time when a 
need is found for the real principles that underlie all 
selling effort. 

So in this chapter I shall not attempt to describe 
specific plans for advertising or selling, but rather shall 

25 



26 



THE SMALL NURSERY 



outline as simply as possible some of the theories that form 
the groundwork of these efforts. 

As has been suggested, Selling is a broad word and 
covers the three branches of Advertising, Correspondence, 
and Personal Salesmanship. In each of these branches 
the same rules apply and we must follow the same sequence 
of action to be successful, viz: We must, first, attract 
attention and interest; second, arouse desire; third, con- 
vince the mind; and, fourth, stimulate action. Binding 
these four together and running through all our effort 
must be a note that inspires confidence. 

Now let us see how these developments are worked 
out in advertising, correspondence, and salesmanship. 
Why is it that some nursery catalogs fail to pull as many 
orders as was anticipated ? Perhaps, although the cover 
of a catalog was attractive and the reading matter inter- 
esting, no definite suggestions were made in it and, there- 
fore, sales were lost. Doubtless there is no one who 
would not admit the necessity for the first principle of 
attracting attention, and so we find that the covers of 
catalogs and pamphlets are usually very good. But too 
often, it seems, catalogs are not written with the reader 
in mind. If we want to arouse desire we must put our- 
selves in the place of the recipient of our literature. 
Unless you were a plumber you would not be interested 
in reading descriptions of elbows and tees but you would 
undoubtedly read a pamphlet on Economical Plumbing. 
The plant fancier will read typical catalog descriptions, 
but the persons who place large orders will not. This is 
not to say that a catalog is all wrong — it isn't, but it is a 
poor sort of advertising with which to arouse interest. 

There are but few people who do not like to read inter- 
esting articles about flowers and plants, and the sooner 
the nurserymen make their advertising interesting, that 



THE AIM OF ADVERTISING 



27 



much sooner will business pick up. If you want an 
illustration of the difference I am trying to bring out, 
compare an ordinary standard nursery catalog with 
those of some of the leading, most progressive firms. 
In the case of some of these, there are descriptions to be 
sure, but they are interestingly led up to in such a way 
as to stimulate action. 

Just a word about the form your message should take. 
As John Watson once said in an address: ''The thing now 
is to keep yourself before the public the year 'round with 
seasonable offerings. You can't expect people to keep 
you in mind if they see your name but once a year. Little 
magazines or bulletins are becoming increasingly popular 
and pay big dividends over long periods." 

THE GENTLE ART OF LETTER WRITING 

A form of advertising that is too often neglected is the 
so-called ''gentle art of letter writing." Some writers make 
a classification into "sales letters" and "form letters," but 
this is not a true division, for after all, form letters are 
simply sales letters in quantity. The reason that so many 
form letters fail to pull is based on just that fact — the 
writer fails to apply to them the same care that he would 
to a single sales letter. Let us study a couple of simple 
letters as examples: 

Mr. John Jones, 

Nurseryville, N. Y. 
My dear Mr. Jones: 

We have for sale a lot of fine Lombardy Poplars at the special price 
of $1 each. We want to urge you to write us at once and order a number 
of these. They would certainly make a fine avenue on your place and 
their quality of quick growth makes them especially desirable. 

Hoping you will want to buy some sometime, we are, 
V^ery truly. 

Any Nursery Company. 



28 



THE SMALL NURSERY 



Rewriting this to conform to the proper principles ot 
selling, we would get a result like this: 

Mr. John Jones, 
Nurseryville, N. Y. 

You certainly have a most attractive place, Mr. Jones, but as we 
were passing the other day we noticed what an improvement could be 
made by planting a row of tall, graceful Lombardy Poplars up each 
side of the avenue leading to the house. 

These trees, as you know, are quick growing, require little care, and 
are comparatively inexpensive. The Spring is the right time to plant 
them and we are prepared to make delivery at once, at the special price 
of $1 for good strong trees. 

We urge you to order soon before it is too late. 

Very truly, 

Any Nursery Company. 

You will note that there have been made the following 
changes which illustrate the four developments of all 
seUing effort as mentioned before: 

In the second letter we first attract the reader's 
attention by offering a compliment and addressing him 
in a sort of familiar way whch is pleasing to read. 

Next we arouse his desire by careful description. 

In the second paragraph we aim to clinch the argument 
and convince his mind by showing the ease with which 
he can gain the effect described. 

Finally, we stimulate action by a definite suggestion 
in the form of a special price and an offer of prompt 
delivery. Also the letter is ended without the use of a 
participle form, which is now considered to be in poor taste. 

The first letter has the same intent as the second, but it 
does everything backward, trying to stimulate action 
before attention has been arrested; it is generally weak 
all through. 

While it may be true that the first example is an over- 
drawn illustration, the writer has seen many letters that 
were just as poor, and no writer can hope to do differently 
until he understands the principles enunciated above. 



THE ART OF LETTER WRITING 



29 



The human mind works largely in set grooves and reacts 
to certain set stimuli, and when we can inject these stimuli 
into our work, then we will be more largely successful. 

Beside these fundamental principles, there are certain 
other things that need correction in the average letter. 
There is a great need for originality and man-to-man 
conversation. \Yould you step up to a man and say, 
'*Thank you for your valued order received this inst. 
which will be referred to the proper department.'' Of 
course you wouldn't! You'd say, ''Thank you for the 
order. We are going to make an effort to see that it is 
shipped Monday." In other words, cut out the ''bunk" 
and be specific. 

Another thing — and its value is emphasized by army 
practices — is the habit of brevity and system in cor- 
respondence. Useless verbiage annoys the reader, has 
no real purpose, and makes extra work for the writer. 
There are cases, such as letters to farmers, when verbiage 
may be all right, but these cases are few. 

This brings up the subject of adapting your message 
to your audience. Don't expect that you can write a 
form letter that is going to sell equally well to farmers, 
wealthy ladies, and busy business men. It can't be done. 
Every time you sit down to write a letter stop and think 
of the kind of audience you are going to have, then fit 
your language to that class. Compliments, Latin words, 
etc., can go to the wealthy and leisured; crisp, snappy 
suggestions must be provided for the man with little time 
to spare, etc. As a rule, we in the nursery business must 
take care to use only dignified phraseology. Even the 
cigarette advertisers are careful to suggest the ultimate 
of refinement; then how much more should we ? Such 
terms as "A classy lot of trees," "A bargain you should 
snap up," etc., are in bad taste. 



30 



THE SMALL NURSERY 



And finally, in letter writing don't think that you have 
to get in every one of the progressions that have been 
mentioned. A letter may be written with only one point 
in mind — that of arousing interest — with the idea that 
it will be followed by another designed to get action, etc. 
In any event, think before you write. 

POINTS ON PERSONAL SALESMANSHIP 

Having advertised, and written letters to your prospect, 
it often becomes necessary to resort to personal sales- 
manship to conclude your deal, and here the same rules 
for action hold as have been used in the other phases of 
the work. You wouldn't for a minute think of stepping 
up to your prospect and starting off with the assertion 
that *'$500 worth of shrubbery would beautify this place." 
No, common sense dictates a certain amount of logical 
argument first, although there are many salesmen who 
try to catch the eye with a bargain offer when they ought 
to be arousing interest. 

Not that your selling talk should be of the ^'canned" 
variety. If you don't feel free to talk at random and with 
originality you had better not try to sell, for any acute 
customer can detect the '"office-made" arguments. Some- 
one has summed up the outline for a salesman's talk some- 
what as follows: 

L He must determine the conditions favorable to securing 
his customer s attention. Example: You would want 
to catch your men customers when they are at 
leisure in their homes, not in their offices. 
2. He must analyze the customer s attitude. Example: 
Without directly questioning, the salesman must 
sense whether his man is a careful thinker, a man 
willing to listen to argument, one who is influenced 
by what his wife may want; or, perhaps, one who 



PERSONAL SALESMANSHIP 



31 



can be joked into buying. There are dozens of 
these different types. 

3. He must keep the ''I am working for you' attitude. 
Example: He must make the customer feel con- 
stantly that the planting to be done is for his 
benefit, to his profit, etc. Constant mention of what 
the nursery company will do represents a poor way 
of trying to sell. 

4. He must attract attention to his goods. Example: 
Some customers like to talk about the weather, their 
garden, their work and everything but what you 
want them to. A good salesman must skillfully 
guide the conversation into the proper channels 
and keep it there. 

5. He must meet objections and even anticipate them. 
Example: Anticipating objections is the best way 
to meet them, but the good salesman always has 
an answer ready, even for unforeseen ones. This 
is what proves his knowledge of his subject. 

6. He must mention price diplomatically. Example: 
There is a certain moment in every sale when the 
prospect is in just the right frame of mind to receive 
the price. The salesman must sense that moment 
and come out with the price in a straightforward 
manner and in such a way as to imply that that price 
is final. 

7. He must close the sale quickly. Example: Many a 
good sale has been lost because the salesman has 
allowed his prospect to start a conversation along 
other lines, where he is likely to cool off toward the 
original proposition. After prices are quoted the 
deal should be closed at once. 

But, you say, this is all a lot of fine theory but it is 
hard to apply. Naturally, to be able to do these things 



32 



THE SMALL NURSERY 



properly one must study; one must work on some things 
besides practical nursery problems. For the success of 
the nursery, as measured by its sales and its service, is 
dependent on your knowledge of these broader principles. 

In this chapter an attempt has been made to bring out 
the real fundamentals of selling practice. You would do 
well to memorize — even though you forget all else — these 
four steps of a sales transaction, these to be applied when- 
ever you design an advertisement, write a letter, or sell 
a shrub, tree or other plant. 

L Attract attention, 

2. Arouse desire, 

3. Convince the mind, 

4. Stimulate action. 



Chapter V 



THE PRACTICE OF PUBLICITY 

IN the last chapter the principles of selling were pointed 
out; in the next two chapters, some of their practical 
applications will be illustrated and miscellaneous sug- 
gestions made which we hope will be of value. 

Before you can consider what kind of advertising you 
are going to do or who is going to do it for you, you should 
make a yet more important decision as to the advertis- 
ing budget. Our government is now run on a budget; 
many households have adopted this system of controlling 
expenditures; and the Florists' Telegraph Delivery Asso- 
ciation has a committee at work determining the proper 
amount to lay out as an advertising budget. A decision 
in this matter makes much easier work for the balance of 
the year and definitely limits the expenditure, besides 
guaranteeing the accomplishment of just so much. 

To go here into a discussion of the various ways of 
arriving at a decision in this matter, or to arbitrarily say 
that you should spend so much on this or that would be 
treading dangerous ground. Suffice it to say that between 
three and four per cent of gross sales is considered a fair 
amount for an average business to expend for advertising. 
Whether that three or four per cent is to^ be based on 
past or expected sales is also a matter for you to decide. 
But after you have decided on the amount you will spend 
record that amount on your books, and then spend it. 
It is a good idea at the outset to apportion certain sums 

33 



34 



THE SMALL NURSERY 



for certain types of advertising or for use at certain 
seasons of the year. Thus you can avoid an over- 
expenditure at any one time. 

Now, having settled upon the amount of money you 
will spend during the year, you will do well to make an 
outline of how that money is to be spent in order that 
some one piece of advertising may not eat up the entire 
sum. Your best efforts should be put forth, of course, 
in January, February and March and in July, August 
and September; but always provide for a few dollars to 
be spent in the other months so as to keep your name 
constantly before the public and push the sale of left- 
over or special stock. 

After it has been determined how much money is to be 
spent, and when, the next factor in a logical sequence is 
the particular method of spending it so as to produce the 
best results. As no two sets of circumstances are exactly 
alike, no rules can be laid down here. You will have to 
make your own decisions after seeing what is the most 
appropriate form. And if the writer's own experience is 
any criterion, it is likely that you will try many forms of 
advertising before you find the type best suited to your 
particular needs (or, to put it differently, the "ad that 
pulls best.*') 

DIRECT PUBLICITY AND THE PERSONAL TOUCH 

The nursery business is one of personal contact and 
in all of our publicity we must aim to reach most cheaply 
the best prospects. To that end, it is usually considered 
that direct advertising is the most effective. Indirect ad- 
vertisings as you know, includes such forms as newspaper 
ads, billboards, and magazine advertising. 

Unless you are running a nursery that caters to a 
national trade, we can drop magazine advertising as non- 



THE PERSONAL TOUCH 



35 



essential. While billboards may be a good form of local 
advertising, and inexpensive considering the number 
reached, I think you will agree that it is inconsistent with 
the aims of a landscape architect or gardener to blot the 
landscape with billboards, however attractive they may be. 

Newspaper advertising is, then, the only sort of indirect 
advertising which the nurseryman may use. When it is 
used, care should be taken to make a strong feature of 
some special offer or inducement to visit the nursery; 
also the advertisement should be put in that paper (or 
those papers) reaching only the best class of readers. 

If indirext advertising has so little value for the nursery- 
men, what then are the great values and forms of the 
direct kind? 

Undoubtedly the greatest value of this latter type is 
in the personal touch which it gives. Rare indeed is that 
person who does not delight in reading his morning mail, 
however inconsequential it may be. The direct appeal, 
therefore, usually fulfills its mission to the extent of being 
read; its pulling power depends, then, on its attractive- 
ness and the wording of its message. 

Secondly, direct advertising is timely. Given a good 
mailing list of your prospects and a well written circular, 
and you can reach your man on that first Spring morning 
when he is all primed with the garden instinct. 

Also in a message of this kind there is a certain intimacy 
that can be secured in no other way. You can deliver your 
message without interruption and sometimes (which is 
often more important) without having it duplicated by 
your competitor. Enjoying the advantages of no inter- 
ruptions and no competition, the advertisier is enabled 
to present his arguments in a forceful manner. In fact, 
the power of the message is limited only by the writer's 
abiHty. 



36 



THE SMALL NURSERY 



Finally — and this is a big consideration — direct adver- 
tising is inexpensive. Every piece of literature goes to 
the person for whom it is intended. With nev\^spaper 
advertising one shot is directed at many with the hope of 
hitting a few. 

In a few succeeding paragraphs each particular type 
of appeal will be dealt with, but there are some rules 
which apply to any and all types. 

First. — The objectives laid down in the preceding chap- 
ter can be applied here. You remember they were: L At- 
tract attention; 2. Arouse desire; 3. Convince the mind; 
4. Stimulate action. 

Second. — Good quality in paper and printing should 
be the only thing allowed. Nothing is gained by cheap 
printing — it is too expensive in results. It is always well 
to allow your printer latitude in the matter of make-up 
and corrections, that the finished piece of work may have 
the best possible appearance. Many an otherwise good 
piece of printing has been spoiled by the writer insisting 
that the work be done his way. If you want to be sure 
that your work is going to look just right, probably none 
can do the work better than one of the firms of horticul- 
tural printers, for they know how cuts should look and 
Latin plant names to them don't look like Russian. 

Third. — Be concise. Conciseness does not always mean 
briefness, but it does mean cutting out superfluous words 
and descriptions. 

Fourth. — The time of making the approach is a very 
important matter, as is also the accompanying weather. 
Of course you will mail certain suggestive advertisements 
early in the season, but do your mailing so that your 
matter reaches your customer on definite days. House- 
wives on Monday morning are not interested in much but 



THE PERSONAL TOUCH 



37 



cleaning, nor is the average business man in a proper 
mood to read your message on Saturday morning. Any 
big advertiser will tell you, also, that a Spring planting 
folder v/ouldn*t pull an order if mailed during a March 
drizzle. Watch your weather reports and if you sight a 
stretch of sunny weather, get out every bit of advertising 
you can and then watch it pull. 

FROM SALESLETTER TO CATALOG 

The most effective form of Direct Advertising is the 
salesletter, for it can combine the personal touch with 
brevity and is so simple and inexpensive that there is no 
excuse for failure to make it a success. But because so 
much must be said in a little space, it is all the more 
important that strict attention be paid to all the rules 
which have been laid down. 

There are several uses to which form letters may be 
put. One of the most frequent is to stimulate requests 
to call. A good letter should usually be sent to introduce 
other literature to new prospects; special sales can be 
profitably put over by means of letters; and many 
other uses will suggest themselves when one is engaged 
in business. 

Whenever possible, the letters, even though of a set 
form, should be individually typewritten; this is, 
of course, impracticable when large numbers are used. 
Do not, however, try to combine the two types. A filled- 
in address heading on a mimeographed letter fools no 
one these days and it is quite likely that your letter will 
be read more often if it poses as nothing but what it is 
. — a form letter. Whatever the sort of letter, always send 
it first class. 

Another kind of letter that is finding increasing favor 
is the illustrated letter. In its simplest form this includes 



38 



THE SMALL NURSERY 



but one picture of a specialty on a page; a more elaborate 
form is a four-page folder in which page one is used for 
the letter, interesting printing occupying the other pages. 

This, as you see, is but a step from the folder or pam- 
phlet, which is one of the most universally used pieces of 
literature. In designing a folder, particular attention 
should be paid to making the cover page inviting and 
attention-arresting; much reliance should also be placed 
on clean-cut photographs as a means of conveying the 
message. The illustration material should be prepared 
so that the reader could grasp the message completely 
without reading a word except, perhaps, a few bold 
headlines. 

It is not within the province of this book to discuss 
type faces and other ramifications of typography, but if 
the reader is going to design his own advertising he will 
do well to study some simple text on this subject. There 
are a number of good works for the layman, among the 
newest and best of which is ''Making Advertisements 
and Making Them Pay," by Roy A. Durskine (Scribner's). 
Important to keep in mind is the great value of white 
space in displaying type, and the corresponding lack of 
value of heavy type faces. Fancy type is usually hard to 
read and should be avoided. For best attention value the 
important message should always appear just above the 
center of the page in slightly larger type than the rest. 
Peculiar shapes of pages should be avoided, such as a 
square page or one made up of a multiple of squares. 
Your printer, if a good one, will tell you about these things. 

For cumulative results over a period of time, one of 
the cheapest, and what is being recognized as one of the 
best, forms of direct advertising is the monthly bulletin 
or magazine. It can be made not only of great pulling 
power, but of educational value as well. It is a plan 



FROM SALESLETTER TO CATALOG 



39 



strongly advocated by John Watson, who is a recognized 
authority on nursery advertising. Don't, of course, expect 
to find people flocking to your nursery immediately after 
your first issue of a bulletin appears; but, just as continual 
dripping wears away the stone, so will your repeated 
editions bring the customers to your door. 

The mention of the catalog as nursery advertising 
has purposely been left till last in this discussion, as it 
really does not come under the head of advertising; at 
least, not the average nursery catalog. There are, to be 
sure, notable examples of catalogs that really sell, 
but the. average catalog is simply an encyclopedia of 
plants and does little to actually sell to any but the ex- 
perienced plant buyer. 

The reason for this is plain. The catalog has too long 
been written from the nurseryman's point of view. What 
do the manufacturers of motor cars give us in their ads 
and their literature — lists containing quantities of cars 
that they have on hand, and the number of bolts of a 
certain size in their cars ? They do not. They appeal 
to us along the lines of comfort, security, power, etc. 
The garage man is interested in those other features, to 
be sure, just as a landscape gardener w^ould be interested 
in the stock you carry. Following this line of thought, it 
must be obvious that in appealing to our prospects we 
must proceed along the lines of the value of planting, and 
the beauty and satisfaction it affords, instead of sending 
out lists of the bolts and nuts of our trade. 

Do not think from this that the catalog has no value. 
It has. Prospects often wish to have the descriptions 
and pictures of the shrubs that you suggest, and prices 
must be made known. But surely the catalog, unless 
built along constructive lines, is not the piece of literature 
with which to head an advertising campaign. 



40 



THE SMALL NURSERY 



When you write your catalog, try and write your own 
descriptions, and use good illustrations. If you quote 
prices on a separate sheet you will be able to use your 
descriptive catalog over a period of years. This is an 
important financial consideration, as catalogs cost money. 

If you would know more of the practice of advertising, 
study the methods of your successful competitors; and 
study books on the subject. If you are in love with your 
business you will find it a fascinating game to see what ad 
produces the best results, and then try to better your work. 

What has been written here is not a comprehensive 
plan for any one nursery. None could be presented be- 
cause you7^ business is individual, peculiar. Don't you 
think so ? 



Chapter VI 



THE PRACTICE OF SALESMANSHIP 

PUBLICITY is an essential of the nursery business. 
With some businesses it is the whole thing. But 
the average person does not place his order for S300 
worth of nursery stock merely as the result of reading a 
circular. He must be sold. It is to the end of inducing 
folks to get you to call on them that a large part of nurs- 
ery advertising is directed. That is why advertising has 
been discussed first. 

This plan is the usual one^ although there should be 
no hard and fast rules on the subject. To say that no 
prospective customer should be visited until he has first 
been written to would be a mistake, for as a well-known 
advertising authority has said, 'Tt discounts the value 
of personality.'' Some individuals best express their per- 
sonality by letter, and others in person. Some purchasers 
won't buy a thing by letter; others won't buy from callers. 
Don't lay down a rule. Adopt both ways if necessary or 
v/hichever may best fit the case and opportunity. 

Just a suggestion about getting these call orders: Mail 
a form letter (individually typed, if possible) to all the 
new home owners that you can get record of, telling of 
your landscape service and suggesting that you would 
be glad to help and advise with them in "beautifying their 
homes with plants. Make a special point of the fact that 
you' give your advice without charge. Enclose a stamped 
return postcard for each to fill out and sign, giving a 

41 



THE SMALL NURSERY 



date when it would be convenient for him or her to see 
you. Every one of these cards returned means an inter- 
ested prospect and money in your pocket if you are a 
good salesman. 

If you are in the midst of a busy season you will want 
to use some discrimination in making these calls. If you 
are able to judge^ take your best prospects first and as 
you have time call on those people with the smaller buy- 
ing power^ without, however, slighting these people in 
the least. If you are going to be delayed for some time, 
drop them a note and say so. 

We will now suppose that you are on the customer's 
property and already, in your conversation and by your 
advertising, have worked him up to that stage in the 
progress of the sale mentioned in Chapter IV as ^'Attracting 
attention to the goods." You are asked to give an esti- 
mate as to what plants are needed and how much they 
will cost. 

In a casual way you have walked about the residence, 
advising a shrub here, an evergreen there, or perhaps a 
whole flower garden. Now you must actually estimate 
the cost of supplying and planting these things. It is on 
your ability to give these estimates quickly and accurately 
that your success as a nursery salesman depends. If you 
estimate without careful thought, you are likely to either 
make the figure too high and lose the order, or set it too 
low and lose the profit. It is on such catchy little things 
as the hauling away of rubbish or the sodding of a little 
path that many profits have been missed. 

To help you keep all these details in mind I would sug- 
gest that you carry a sheet made up somewhat as fol- 
lows, leaving ample room for figures and notes: 



PRACTICAL SALESMANSHIP— THE ESTIMATE 43 



SALESMAN'S REPORT OF CALL 
The Nursery Company, New York, N. Y. 

Salesman Date of request to call 

Name of Prospect , 

Address 

Date of call 

Saw Mr 

(In a space here, which should be ample, will go the report of 
your conversation, together with lists of plants advised and 
their location. On the back of this sheet could go a simple, 
rough sketch.) 

Gave following estimate: Amount 
Grading and preliminary work $ . . , 

Shrubs at 

Evergreens at 

Trees at 

Perennials at 

Sod, extra, at . . cts. per sq. foot .- . . . . 

Pruning work , 

Cleaning up and hauling rubbish . . . . 

Labor of planting, at . . cts. per hour 

Labor of superintending, at . . cts. per hour 

Travel time, at . . cts. per mile 

Fertilizer, at . . cts. per bushel 

Miscellaneous charges 

Total estimate . . . . . . . $ 

In explaining the various phases of the work and in 
attempting to show how to estimate on them, the above 
will be used as an outline. Therefore the first matter for 
discussion is 

GRADING 

In the Good Book reference is made to the resemblance 
of certain people to *Vhited sepulchres'' and this same 
comparison is often brought to my mind when I see grad- 
ing work under way. At first, tin cans, rubbish, paper, 
etc., and then, six months later, a beautiful green sward. 



44 



THE SMALL NX^RSERY 



To such a green sward you will often be called and, 
unless you are wary, you will accept an order to plant 
something in the camouflaged dump. Then, unless you 
do the job right and fill in each hole with good soil (which 
will cost money), you will be doing a job that will be to 
the credit of no one, for plants cannot thrive under such 
conditions. 

Mention is made of this matter under the head of 
grading because the rough grading is usually finished 
when the landscaper is called in and it is up to you to 
probe around and see how much of this ''brick-bat" 
filling has been used, before you can intelligently estimate. 

Perhaps you feel that you can't undertake the matter 
of grading and putting grounds in shape. All right, then, 
don't take any order for planting at that place. For no 
planting can succeed in such conditions. 

If grading must be done, go into all conditions carefully 
and make no estimates unless you have consulted some 
teamster and arrived at an agreement as to the cost of 
good soil. 

LAWN MAKING 

Don't make the mistake of thinking that your estimate 
on grading covers the cost of making the lawn, not unless 
the soil you grade with is super-excellent. xAmple allow- 
ance should be made for fertilizers and seed and for the 
labor of spading, raking, rolling and for sodding if neces- 
sary. Don't use sod except on terraces and similar places. 
The cost of sodding is determined by finding the number 
of square feet of sod required, and multiplying it by the 
cost per square foot, which varies with conditions, but 
generally runs around five cents per foot. So much for 
estimating suggestions on lawn-making. If you would 
know more about the mechanics of the work, write to 



PRACTICAL SALESMANSHIP— THE ESTIMATE 45 



the Department of Agriculture at Washington for free 
bulletins on the subject. From them you will get facts 
really worth while. 

SUPPLYING THE STOCK 

Here you are dealing with known quantities and should 
not go wrong in estimating. If you have made up a list 
of stock needed in going around the place^ you need only 
price it up at your regular prices. If the job is quite large 
and the selection of the stock is going to be left to you^ 
you can arrive at a rough and comparatively safe esti- 
mate by figuring the approximate number of trees^ shrubs, 
etc., and multiplying by the following: 



Shrubs $0.60 

Trees 3.50 

Assorted evergreens for foundations 7.00 

Evergreens (large) 10.00 

Perennials, per 100 20.00 



You can see at once that these are not the actual prices 
oi your stock, and you may want to change them. But 
whether you change them or not it will be well to memorize 
a table of this type in order to give estimates rapidly and 
safely. Getting an order often depends on being able to 
submit an estimate right on the grounds, and if you must 
laboriously look up the price of every plant it means that 
there will be an irritating delay. 

AT PLANTING TIME 

After you have done a bit of estimating you will be- 
come expert in judging the amount of time required to 
plant a given number of plants. But if you are just 
starting out as a landscape salesman you may find the 
following table of assistance. It is a talkie revised from 
one prepared by a lifelong nursery salesman, and may 
be (jf help to those who are not willing to trust to snap 
judgment. 



46 



THE SMALL NURSERY 



TABLE OF TIME ESTIMATED FOR PLANTING 

Total time Total time 

Type of Plant of 2 men of 3 men 

(minutes) (minutes) 

Small tree 60 60 

Medium tree 60 60 

Large tree — 270 

Small evergreen. 30 45 

Medium evergreen 40 45 

Laree ever2:reen — 135 

Shrub ^. 30 30 

Large shrub 30 45 

Vines 20 30 

Roses 20 30 

Rhododendrons 30 45 

Bulbs 12 18 

Perennials 20 15 

Medium hedge (per ft.) 6 9 

Extra large hedge (per ft.) 12 18 

Double row hedge (per ft.) 20 23 

Evergreen hedge (per ft.) 12 18 

Sodding (per sq. ft.) 6 9 

Seeding (per sq. ft.) 6 9 

Mulching (medium plants, each). . . 12 18 

Mulching (trees, each) 20 30 

Hedge shearing (per 3 sq. ft., 1 man) 1 — 

After estimating from this table the cost of the labor re- 
quired for doing the planting^ you should add a sum which 
you feel will cover your personal expense in handling the 
job and the time needed for superintending it. This should 
surely be figured on the basis of from $10 to $15 a day. 

Perhaps this table may seem a little elaborate and not 
sufficiently simple. For those who wish something quicker, 
here is a set of index figures based on the above table. 
You can, with impunity, use these figures in the presence 
of your customer and feel that you are playing safe. 

Index Index 

Small trees (less than 10 ft.). . 75 Extra large shrubs 50 

Medium tree (i;^-4 in. caliper) 100 ^^^^^ 25 

Large tree (4 in. and up) 400 ^^^^f ■ y • ' 2? 

c_ 11 ' / ^ T \ nc Rhododendrons /j 

bmall evergreen (up to 3 ft.).. 75 ry lu inr» if\n 

T., ^ ^ \^ . r\ Bulbs, per 100 300 

Medium evergreen (3 to 6 ft.) 100 Perennials 06 

Large evergreen (8 ft. and up) 300 Hedging (Privet, Barberry, etc.) 

Shrub (average §ize) 30 estimate per running foot.. . 10 



PRACTICAL SALESMANSHIP— THE ESTIMATE 47 



Example: Suppose you have 4 trees to plant at Smithville, which is 
15 miles from your nursery. Multiply 4 by the index number after 
trees, which is 100, and then add to that the number of miles mul- 
tiplied by 10. Point off two places on the total and you have the 
correct charge for doing that job. 

4 X 100 — 400 
15 X 10—150 

1^5.50 correct charge. 

Example: To plant 4 miles distant, 

2 X 100 — 200 2 trees, medium. 

50 X 30— 1500 50 shrubs. 

100 X 06— 600 100 perennials. 

4 x 75 — 300 4 small evergreens. 

3 X 35 — 105 3 Roses. 

4 X 10 — 40 4 miles distant. 

2745 or $27.45 

Common sense will, of course, tell you how nearly these 
figures are right and where the estimate runs to S25 or 
more you can usually lop ofF a little with safety. Due 
allowance must be made for the condition of the soil, as 
work in rocky ground will cost twice that done in sandy 
soil. 



TREE CLEANING, PRUNING, ETC. 

Although you may have no desire to go into tree surgery 
or any type of tree work as a profession, still there are times 
when in the course of other work it is desirable to do a 
certain amount of tree thinning and pruning. Until you 
have actually seen your own men doing this sort of work, 
it is very hard to form any accurate idea of the time re- 
quired. Hence you must do more or less guessing. If 
it is merely thinning that is required, one man should be 
able in the course of a day to thin between two and three 
trees nine to tw^elve inches in diameter. Old, large street 
trees would require a full day apiece, at least, depending 
on conditions. Don't estimate on doing any cavity work 
in trees unless you are somewhat acquainted with the 



48 



THE SMALL NURSERY 



operations, for nothing is more deceptive to calculate 
than the time required to clean and treat a tree cavity. 

CLEANING UP 

It would undoubtedly be a safe statement to say that 
many, many times has estimate work failed to show a 
profit because the salesman forgot to take into consider- 
ation the matter of clearing up, and no job is complete 
until it is cleared up. So keep this matter in mind. 

FERTILIZER 

It is the practice — and a good one, too — of some firms 
never to send out anything to be planted unless a supply 
of manure is sent with it. Certain it is that there is small 
use in planting a shrub if you give it nothing to feed on. 

In determining how much manure to send to a job and 

charge for, the following schedule may be of help: 

Shrubs One bushel is enough for 16 to 20 

Small trees One bushel is enough for 8 to 12 

Large trees One bushel is enough for 2 to 5 

Perennials, Roses, etc One bushel is enough for 40 to 50 

How much to charge for fertilizer and for carting it 
is another thing that local conditions will govern. Not 
less than seventy-five cents a bushel or $6.00 per single 
horse load, is a fair charge. In figuring, it is well to 
keep in mind that from ten to fifteen bushels make a one- 
horse load. 

TRAVEL TIME 

In doing work either in large cities or in the country, the 
time of traveling to and from the job is often an important 
factor and should be taken into full consideration. Ordi- 
narily, it would not be wise to charge for distances less 
than five miles, but beyond this you will have to figure 
in your estimate something like five minutes per mile for 
each man. In other words, if the distance were five miles 



PRACTICAL SALESMANSHIP 



49 



each way and you expected two men to be used on the 
job for five days, you would want to charge for eight 
hours travel time at your usual rates. 

PROFIT 

Just how to figure, in an estimate of this kind, the profit 
that you should derive is not easy to say. It is not 
generally considered good form, however, to set down 
in an estimate any such item as 'Trofit," else if the cus- 
tomer demand an itemized account he might think this 
arbitrary amount too large. 

In fact, if you have allowed liberally all the way through 
your estimate, you should find sufficient profit from labor 
and stock and, in general, from doing the work more ex- 
peditiously than was figured. Theoretically, you should 
be able to show a profit on every job you do, but, actually, 
you will find that on some jobs you will make much more 
than was anticipated, while on others you may be lucky 
to come out even. Making every job come out right 
is the result only of long experience. 

In doing landscape work there is a method which does 
insure a fair profit to yourself as well as a square deal to 
your customer, and that is the doing of the work on a 
percentage basis. Ordinarily, however, this is not a satis- 
factory plan, as your client may say that the men are too 
slow or raise various other objections. The only time 
when the percentage method is advisable is where the 
type of work to be done is obviously such as cannot be 
estimated on, and where you know that your customer 
is a fair-minded person who will allow }T)u to continue 
and be satisfied when the job is done. The percentage 
charged will usually depend entirely on the size of the 
work and the amount of actual superintendence needed. 



THE SMALL NURSERY 



The smaller the contract the larger the percentage 
should be. 

Lastly, whatever contract you enter into, have every- 
thhig definitely understood. Put your estimate in writ- 
ing and give actual details, especially as regards sizes of 
trees, etc. And always get the customer's confirmation 
in writing. Some clients are so nice and suave when 
placing the order, and so sure that you are going to do 
right, etc., that you feel it hardly necessary to ask them 
to sign an agreement. But that same type of person can 
be, oh, so mean and exacting if everything is not according 
to their taste. 

As regards guarantees, etc., the matter is discussed 
in Chapter VIIL 

When the writer was first starting in to soHcit nursery 
and planting orders his good. employer always stressed one 
point upon which too much emphasis cannot be put. It 
was: Put everything down on paper. Whatever promise 
you make the customer^ no matter how trivial^ write it in 
your notes. 

The failure to do this often means the difference be- 
tween service and satisfactory service and between prompt 
payment and litigation. 



PART III 
REALIZATION 



i 



Chapter VII 
SOME THOUGHTS ON LANDSCAPING 

IN the confines of a book of this nature one cannot 
attempt to go into any great detail regarding Land- 
scape Gardening. But I am prompted to mention a 
few points on this subject before passing to other phases 
of the business for, after all, the success of the nursery 
business depends largely on the ability to advise and 
plant correctly. It is well to note here that in speaking 
of the nurseryman we have in mind one who is willing to 
do planting as well as to sell the stock, for in these days 
very few customers either care to or are willing to do their 
own planting. 

As has been said, we shall not go into detail in this 
connection, for the subject is so well cared for by many 
writers, of particular value being the very readable book 
by Robert Cridland, "Landscape Gardening.'* However, 
there seems to be one point that is mentioned by but few 
writers which is, after all, a matter of prime importance, 
and that is the planting of small grounds or portions of 
them. Doubtless the rules for landscaping large proper- 
ties are generally known, but the opportunity for doing 
this class of work does not present itself as frequently 
as the chance to do a little foundation planting. When one 
drives about the country and sees so many porch plant- 
ings consisting of tall growing Norway Spruces or White 
Pines one cannot help but feel that both the landscaper 
and the public need education. 

53 



54 



THE SMALL NURSERY 



For purposes of differentiation, then, we shall divied 
landscaping into two different parts: (1) Comprehensive 
and complete landscaping; (2) piecemeal landscaping, 
which latter is usually the job given the florist-nurseryman. 

When giving advice or soliciting business, the nursery- 
man must be ever on the alert for the possibilities of 
developing small properties; estimates for such work may 
usually be divided into the different sections and each 
part considered separately. In considering any property 
the following points must be looked for: Does it need 
(1) a foundation planting; (2) a screen of shrubs or 
a boundary plantation; (3) shade trees; (4) specimens for 
the lawn; (5) hardy borders or gardens ? 

FOUNDATION PLANTINGS 

It is usually not difficult to see what effect is desired 
around the foundation of the average property, but all 
too often the plants used fail to accomplish the de- 
sired result. If an evergreen planting is to be used to 
soften the severe lines and angles of the building, one must 
remember that the choice should lie among those varieties 
which submit to shearing and which are slow growing. 
While there is no gainsaying the fact that the Retinisporas 
and Junipers will eventually attain inspiring heights, it 
must be borne in mind that they are more suitable for 
foundation work than Spruces, Firs and Pines. 

Beware of planting in straight rows! Mass your plants 
at the corners and angles. Many attractive combinations 
of color and form in evergreens will suggest themselves 
as one becomes more thoroughly familiar with their 
possibilities. It is a good rule, too, not to place two 
colored forms side by side. Rather put a green form in 
between to create a greater contrast. 



FOUNDATION PLANTINGS 



55 



Too often one sees a wrong selection of evergreens with 
regards to climatic or shade conditions. The number of 
evergreens that will stand shade more than one season is 
very limited, and a careful study should be made of this 
point as it is a noticeable fact that about sixty per cent 
of all houses to be planted are either shaded by trees 
or are on the south or shady side of the street. 

With the necessarily higher cost of evergreens these 
days, one must often turn to the less expensive but beau- 
tiful deciduous shrubbery for foundation planting. Here, 
indeed, is a large variety to choose from, but care must 
be taken,- as in the case of evergreens, not to use the more 
vigorous growing sorts. Even the highest of high porches 
may be spoiled by the use of Lilacs, Mock Oranges, 
Forsythias, etc. For variation in foliage effect there are 
such things as Golden Privet and variegated Weigelas. 

SCREEN PLANTINGS 

In almost as great demand as foundation plantings are 
those designed as screens and to give seclusion. It would 
be safe to venture the statement that there is not a home 
ground in the country but what would be improved by 
a planting made to screen some ugly view. Hence the 
nurseryman must be well prepared with suggestions along 
this line. Here one may use a variety of plants, de- 
pending on the height of the screen or border desired. 
If shrubs are used, at least two rows will be necessary, 
the one in front consisting of the lower growing plants. 
Evergreens such as Arborvitae are very effective for this 
purpose, for they possess the added advantage of block- 
ing the view the whole year round. Sometimes, where a 
tall and quick-growing screen is desired, the Lombardy 
Poplar gives the best results, but it is well to plant some 



56 



THE SMALL NURSERY 



slower growing evergreens in between as Poplars soon 
outlive their usefulness. 

Although the windbreak is a subject that we often fail 
to consider in the planting of a place, it is one that can 
well be borne in mind. Windbreaks not only break the 
cold sweep of the Winter wind, but also prevent snow 
from drifting and, in general, form a background for the 
buildings. The most satisfactory windbreaks are m.ade of 
evergreens, such as the Norway Spruce which combines 
dense foliage with a rapid growth. 

HEDGES 

Under ordinary conditions there is nothing more beau- 
tiful than a clear, unbroken sweep of lawn from the street 
to the house. But where the house is on a much used 
street, or where children are apt to wear av/ay the grass, 
hedges are usually needed. It is not necessary to go into 
a description of suitable hedge materials, but an important 
thing to remember is that all hedges have a purpose. 
When advising in this connection the customer's view- 
point and needs must be kept clearly in mind. Here is 
where the "professional" landscape architect differs from 
the ''landscaper." With all due respect to the correct 
viewpoint which the professional always has, it is often 
the better part of wisdom to do as the customer desires 
rather than to make too vigorous an attempt to hold to 
correct theories. 

SHADE 

After the necessary foundation and screen plantings 
have been properly located, it is well to see what can be 
done in the matter of proper shade. Nothing adds more 
to the dignity and impressiveness of any grounds than 
fine, well-formed shade trees. Before advising the loca- 
tion of such trees, study well the location of the house, 



PURPOSES IN PLANTING 



57 



and place the trees where they are most needed to block 
out the rays of the afternoon sun. 

SPECIMENS 

Besides these various plantings there is usually a need 
for specimen shrubs^ vines, or Roses about the house, and 
plants for special purposes, such as to attract birds or 
add Winter color. These are matters which will usually 
be suggested by the home owner, for in many cases they 
are often a hobby; every effort should be made to please 
the customer, especially in regard to these special plants. 

THE GARDEN 

Last but not least in the consideration of the home 
ground plantings is the opportunity for making a little 
flower garden or hardy border. With the assurance of 
quick results and an abundance of bloom, it is an easy 
matter to convince the prospective purchaser of the great 
desirability of being able to grow his own flowers without 
replacement each year. Not only are these gardens and 
borders easy to sell, but they are profitable to plant. 
They should be one of the most important parts of any 
estimate. 

What we have been trying to do in this chapter is rkot 
to attempt to tell the reader how to design and plant 
these various materials, but simply to point out the ele- 
mentary possibilities existing on very small properties. 
It should show you that there is an unlimited field for the 
landscaper and nurseryman. 

The work of the American Association of Nurserymen 
in pushing the new slogan, *Tt's not a home until it's 
planted,'' is going to make an ever-increasing demand for 
just this sort of work and you should be prepared to give 
real service along these lines. 



Chapter VIII 



YOUR RELATIONS WITH THE CUSTOMER 

MUCH of the nursery's success depends, as does 
that of any other bushiess, upon right relations 
with the customer. The usual rules of honesty 
apply in the nursery business as in any other, but there 
are some phases in which this business is different from 
others. 

REPLACEMENT 

When mention is made of replacement of stock we are 
treading on disputed and dangerous ground, for there are 
nearly as many opinions regarding replacement as there 
are nurseries. But the policy in this respect is one which 
must be clearly defined, and it should be known by the 
customer at the beginning of the transaction. 

There are, as we have said, many policies of replace- 
ment, ranging all the way from ''no replacement'' to 
''absolute replacement." The policy of no replacement 
enables one to sell at a close margin of profit, but in the 
writer's opinion it is not always likely to engender friend- 
ship; while absolute, free replacement is expensive to the 
nursery and too often tends to make the purchaser care- 
less in the handling of the plants. It would seem, then, 
that some scheme falHng in between these two would be 
fairest to nursery and customer. Thus we find many of 
the most rehable nurseries ofl^ering to replace plants at 
fifty per cent of the original cost or, in some cases, to 

58 



THE REPLACEMENT PROBLEINI 



59 



replace the plants free, the customer paying for transpor- 
tation, replanting, etc. Regardless of the policy adopted, 
every case should be weighed on its own merits and the 
nursery cannot go too far in assuming a reasonable atti- 
tude, providing the customer is in a like frame of mind. 

SPECIFICATIONS 

It matters not what replacement policy you adopt or 
what other terms you make, these things should be clearly 
understood before the job is under way. There should 
be a clear and written understanding of just what you 
will plant and where you will plant it, together with sizes 
and prices of all stock bought. 

As an instance of the necessity of a clear and written 
understanding between the nurseryman and the customer 
the following is of interest: A nursery company advised 
a client that for a certain location an evergreen tree six 
feet high was large enough to move and that the job would 
cost a given amount. At the time the estimate was given 
this height seemed satisfactory to the client and the trees 
were duly planted. But the location for planting w^as 
two hundred feet distant from the house and down a hill, 
so the trees appeared much smaller than they actually 
were. The customer claimed that the trees were not up 
to specifications, but reference to the written agreement 
proved the nurseryman's point. Without being able to 
produce this written proof the nurseryman would have 
been obliged to replace the trees with larger ones. 

Having the specifications fixed, the next important re- 
quirement is to live rigidly up to them. When you can- 
not go yourself to do the planting work, send men on 
whom you can depend, and give them written instruc- 
tions'that there may be no misunderstanding. However, 
do not depend too much on writing, but go yourself when 



60 



THE SMALL NURSERY 



you start a landscape job and make sure that your fore- 
man has the right idea. If a salesman took the order 
have him start the work. Personal attention pays. 

In all your dealings with your customer, try to prove 
that you are honest and are trying to work for his satis- 
faction. It is an unfortunate circumstance that in many 
ways the nurseryman has a bad reputation to live down. 
There are, about the country, too many *'nursery agents" 
who have little or no knowledge of w^hat they sell and 
who are entirely unscrupulous in their dealings. Put 
your prices high enough and give full value. If you have 
to replace, do so willingly under the terms of your agree- 
ment. Having done all these things and having reason- 
able people for your patrons, you will have no trouble in 
your relations with them. If you are unfortunate enough 
to have to deal with unreasonable people, as you some- 
times will be, the only advice is to see your lawyer at 
once, for all kind offers of replacement and adjustment 
are likely to prove unavailing. 



Chapter IX 



THE NURSERYMAN AND THE LAW 

EARLY every state publishes a pamphlet con- 



taining the context of laws governing the sale of 



nursery stock in that particular state and in refer- 
ence to interstate shipments.* It is useless to mention 
any such regulations in this book, as they are changing 
constantly. Moreover, you should by all means keep 
in touch with these matters, as ^'ignorance of the law is 
no excuse." Not only is it desirable to be well read in 
regard to these laws controlling sales transactions, but 
also it is well to become acquainted with general laws 
relating to your responsibility in contracts, your duty 
to your employees, etc. 

Don't try to buck existing laws. Rather use your 
force to have offensive laws erased from the books. 
Courtesy to the inspectors who come to see you will go 
a long way in removing obstacles. And always when in 
doubt, look before you leap. 

*The S. A. F. and O. H. Annual for 1922-23, issued by the Society of Amer- 
ican Florists (and obtainable through its secretary, John Young, 247 Park Avenue, 
New York, or the publishers at 448 West 37th Street, New York) contains a 
summary of quarantine and licensing regulations, both federal and state, that 
control shipping activities of nurserymen. The Bureau of Plant Industry of the 
Department of Agriculture at Waslungton, in cooperation with the American 
Association of Nurserymen, has also compiled charts of the interstate nursery 
quarantine regulations for distribution by the state nursery inspectors. 




61 



Chapter X 



PLANNING FOR PLANTING 

THE problem of making plans for the nursery end 
of the florist business involves the question of which 
to start first — business activities or nursery work ? 
The solution is somewhat like the answer to the question, 
**Which came first, the egg or the chicken For it is 
purely a matter of preference. There are several sides 
to this question, however, which come to mind and which 
should be given consideration in deciding what to do. 

The one big advantage of having a nursery established 
is that you can show customers the stock actually grow- 
ing on your place; this creates greater incentive to buy. 
It is a big advertisement, too, in many other ways. But 
of course it takes time to get nursery stock looking salable 
and the time lost in this preparatory work might perhaps 
have brought more results employed in selling. This 
leads us to the big advantage of starting sales work first, 
which is that for the first season or so you can simply 
order the stock for which you have a sale and thus make 
direct profits, beside getting a good gauge on the type of 
stock demanded by your neighborhood. 

Actual experience in the matter, however, has shown 
that a combination of these two plans is the best one to 
pursue. For example, plant a little assortment of the more 
standard kinds of stock and go out and sell on the strength 
of it; for the larger orders you can easily purchase the 
extra stock needed. An assortment of 1,000 shrubs (forty 

62 



PLANNING FOR PLANTING 



63 



each of twenty-five kinds) will give a good working basis 
of this material, while fifty well chosen trees will be ample 
for the start of your nursery. In specimen evergreens 
you should at the outset make a careful purchase of 
good salable stock only, meanwhile buying smaller plants 
to grow on. To meet the demand for perennials you 
should have fifty different sorts at least, and nothing less 
than twenty-five of any one variety. But this is only a 
suggestion and elsewhere (Chapter XI) we have discussed 
more fully just what to plant and how to buy. As our 
first essential in the nursery is the soil on which to grow 
our trees, it is important to consider this next. 

SELECTING A NURSERY SITE 

As pointed out previously, great care should be taken 
to select proper land. The nursery plot should, as far 
as possible, be level and naturally or artificially drained 
to a depth of three feet. If there is such natural drainage 
it will often follow that there is a good, deep, rich subsoil, 
which is a most important consideration in the growing 
of deep rooted trees and shrubs. The shallower parts of 
the land might be used for perennials, etc. Authorities 
differ somewhat as to the exact texture of the soil needed, 
but all agree that in nursery soils a percentage of sand is 
valuable for the purpose of keeping the ground loose. 
It also prevents puddling and cracking and makes working 
easy. 

In selecting your nursery site you will do well if you 
can get land which has once been the bed of a stream. 
But whatever land you purchase be sure that you know 
just what its condition is. Some larger nurseries make a 
practice of renting or leasing land for their purposes, 
which Ts an idea worthy of the thought of the smaller 
nurseryman. A twenty-year lease on land with an option 



64 



THE SMALL NURSERY 



to buy would be a desirable arrangement and a good way 
in which to secure nursery lands. 

If you are in a fruit growing section you will undoubt- 
edly want to have a stock of fruit trees. You will find 
that the Spring is the best time to handle them and also 
to purchase stocks of them. Don't figure too strongly on 
growing your own stock — rather leave this sort of thing 
to the expert, at least until you feel that you are in that 
class. I mention the matter of fruits here in connection 
with soil, for you must remember that in the growing of 
fruits there is a recognized rotation of crops. A discus- 
sion of this subject will be found in any of the numerous 
books on fruit growing. 

Another factor to be looked into in planting your nurs- 
ery is the matter of the Winter protection of the more 
tender subjects. A good hedge of evergreen trees makes 
an ideal protection against the cutting north winds, but 
a group of buildings or greenhouses has much the same 
eflFect. A fruit orchard on the windward side will also 
afford some protection. 

It is generally agreed by many, however, that one of 
the best places for tender subjects is the north slope of a 
hill. This statement may seem odd until explained; 
the reason is the same that holds true in the matter of 
evergreens planted on the north of a house, which are 
more likely to live than those on the south side. This is 
so because in sunny exposed places the sun on a warm 
Winter day will often heat a plant enough to cause an 
imperceptible growth which the next good zero day will 
promptly kill. This is a little and a simple matter, but 
one which should be borne in mind both in planting the 
nursery and in selling your plants to your customers. 
Repeated freezing followed by thawing is the worst 
enemy of flowering, broad-leaved evergreens. 



SELECTING A NURSERY SITE 



65 



More valuable, however, than the various artificial 
devices for protecting plants is the natural covering of 
snow which protects all of them in direct ratio to its depth. 

As was said in a previous chapter, it is hard to suggest 
the size of the nursery plot. This must be determined 
largely by the plants which you grow, as shrubs and 
evergreens take up much more room per plant. It is said 
that one acre of fruit trees will number from 5,000 to 
8,000. There is no doubt but that many beginners in 
the nursery business often make the mistake of attempting 
to handle too large a tract at the start. 

If the land which you are to use for nursery purposes 
has not been under continuous cultivation, it will be best 
to postpone any extensive planting until Spring, as the 
ground will need some preparation. It is just as true of 
nursery stock as of indoor plants that they will not grow 
as they should without well-fertilized and well-worked 
soil. The best way of making these preparations is to 
apply a good coat of barnyard manure late in the Fall, 
plowing it under to a depth of eight or nine inches. If 
the subsoil is inclined to be hard, it would be well to use 
a subsoil plow first. After this plowing the ground should 
be thoroughly harrowed and then, after lying all Winter, 
it will be ready for early Spring planting. 

LAYING OUT THE NURSERY 

When all these preliminary matters have had attention 
you are ready to make plans for the actual laying out of 
the nursery. If your plot is much over an acre it will 
be well to use the **block system.'' Nursery blocks may 
be of any size, but as before suggested, rows of one to 
three hundred feet in length are more convenient to work 
than longer or shorter ones. A block could consist of 
any number of such rows as might be convenient. The 



66 



THE SMALL NX^RSERY 



object to be kept in mind is the ease of finding stock, 
and the less varieties there are in a given block, the easier 
it will be to find any one of them. If the stock is much 
varied with few plants of a variety, more blocks will be 
required. Whatever way you work out your plan, it is 
wise to make a map to keep in the office. 

One other consideration that will largely determine the 
prices of your finished product is how close you will plant 
your stock in the row. If your land is fairly reasonable 
in price there is no question but that the best manner of 
planting is by the square method. That is, plant the 
shrubs the same distance apart in the rows as the rows 
are apart. This is certainly the ideal way. The writer 
has seen such a common shrub as Japanese Barberry 
grown according to this system, and every single plant 
was a specimen and able to command a topnotch price. 
If your territory is one that will want high-class stock, 
by all means plant every shrub and tree under this system; 
it will pay you big dividends. Not only does the stock 
grow much finer, but you can cultivate more easily and 
keep things looking better. And, too, with the square 
system you do not have to have your rows as far apart 
as you otherwise would. Planting three feet apart will 
answer well for most stock. 

Having determined on the blocks, planting systems, etc., 
your next job is to prepare the little sketch or map of 
your nursery and letter or otherwise indicate each sec- 
tion. Then when you plant out your Hydrangea p. g. 
you will simply indicate on the stock book the letter or 
number of the block where it is to be found. Be sure 
and provide yourself with good large painted labels^which 
are not easily broken in cultivating or lost in the^w^eeds; 
a good size is one by two and a half inches by^two feet. 
Besides putting the botanical plant names in^black paint 



LAYING OUT THE NURSERY 



67 



on the stakes^ the writer is using a system of numbers to 
indicate the rows. Every stake has a number, such 
as *'B23'' and in the stock book the number shows the 
name of the plant. As **B'' indicates the block, any kind 
of plant is easily found. Where the employes are not 
thoroughly familiar with plant names (and few^ employes 
are), all you have to do is to say, ''John, go and dig two 
plants of No. 23 in block B." This little system of num- 
bering will save you many extra and unnecessary trips 
into the nursery when digging time comes. 

Soil preparation, protection, careful planning — all these 
things are essential to your success in the nursery business, 
and so we have offered these few suggestions to help you 
in the preliminary work. 



Chapter XI 



BUYING FOR PLANTING 

IF I were a florist about to start a nursery department 
and hardly knew one shrub from another, I should 
indeed be at a loss to know what to buy. Wouldnt 
you? In writing this little book I started to ask myself 
what I was going to advise the florists to buy, and real- 
ized that, although I had certain definite idea, the plants 
which I would advise might not be suitable for other 
florists. With this in mind I sent a letter to eighteen of 
the most prominent nurserymen from New England to 
Illinois, asking them what they would advise a florist to 
purchase. 

The list of plants given in this chapter is, therefore, 
a fair one from which to make your purchases, being the 
result of the combined judgment of fifteen nurserymen. 
Of course, it doesn't include all the best things, nor all 
those that I would call staple plants, the ''bread and but- 
ter'' sorts of trees and shrubs. 

HINTS ON THE BUYING OF NURSERY STOCK 

Now a few words about buying nursery stock. Even 
though you have fairly made up your mind to buy of 
such and such a nursery, you should send out a want list 
to the other nurserymen in your territory and get some 
comparative prices. The best way would be to dupli- 
cate your list on the typewriter and mail copies to the 
nurseries with a request for prices. Don't be surprised 

08 



HINTS ON BUYING 



69 



if no one nursery is able to make quotations on all the 
kinds of stock, for many nurseries are short of many 
items. Most likely you will have to shop around to get 
everything you want. Sending out a want list will there- 
fore save you time when you place your orders. 

In making out the list be sure to give the exact number 
of plants you want and the size. State also whether 
you wish the stock to come by express, freight, or 
carload freight. While I am on the subject of freight, 
let me make a suggestion based on experience, viz, if you 
are placing any order of fair size with one firm have the 
stock come' by carload freight^ because: 

1 . It saves packing charges. 

2. The stock is not crowded into small boxes and con- 
sequently comes through in better shape. 

3. It saves time in unpacking. 

4. The cost of the car is no more than that of the 
freight alone. 

5. Carload freight is almost as fast as express. 

And lastly, in buying nursery stock don't buy on a 
basis of price alone, but rather choose quality regardless of 
a few cents difference in cost. It is true that when you buy 
from a catalog you must buy blindly, but every nursery 
has some kind of a reputation, and if you ''keep your ear 
to the ground*' it won't take you long to know what to 
expect. 

Now for the list of shrubs, etc., already referred 
to. I have given the botanical name firsthand then the 
common name. If I have erred in any of these names 
I would ask to be pardoned, for until the Joint Committee 
completes and publishes its ''Official Catalog of Plant 
Names" there is no one who can be sure. 



70 



THE SMALL NURSERY 



Suggested List of Stock For a Florist-Nurseryman 

TO Handle 

Deciduous Shrubs 
Botanical name Common name 

Althaea (in variety) Rose of Sharon. 

Berberis Thunbergii Japanese Barberry. 

Calycanthus laevigatas Strawberry Shrub. 

Cornus sibirica Red- twigged Dogwood. 

Deutzia candidissima White Deutzia. 

Deutzia, Pride of Rochester Tall Deutzia. 

Deutzia gracihs Dwarf White Deutzia. 

Forsythia suspensa Drooping Golden Bell. 

Forsythia viridissima Upright Golden Bell. 

Hydrangea arborescens Hydrangea, Hills of Snow. 

Hydrangea paniculata grandiflora. .Fall Blooming Hydrangea. 

Ligustrum ovalifolium California Privet. 

Ligustrum Ibota Hardy Ibota Privet. 

Ligustrum Ibota Regelianum Regel's Graceful Privet. 

Lonicera tatarica Tartarian Honeysuckle. 

Philadelphus coronarius Fragrant Syringa. 

Philadelphus (hybrids) .Lemoine's Hybrids. 

Rosa rugosa Japanese Rose. 

Sambucus nigra aurea Golden Elder. 

Spiraea Vanhouttei Tall W^hite Spiraea. 

Spiraea Anthony Waterer Dwarf Pink Spiraea. 

Spiraea callosa alba Dwarf White Spiraea. 

Spiraea Thunbergii Feathery Spiraea. 

Spiraea Billardii Tall Pink Spiraea. 

Symphoricarpos racemosus Snowberry . 

Syringa vulgaris Common Purple Lilac. 

Syringa vulgaris alba Common White Lilac. 

Syringa (French Hybrids) Assortment of the best. 

Viburnum tomentosum Flat-headed Snowball. 

Viburnum plicatum Japanese Snowball. 

Weigela candidissima White W^eigela. 

W^eigela Eva Rathke Crimson Weigela. 

Deciduous Trees 

Acer platanoides Norway Maple. 

Betula alba laciniata Cut-leaved Weeping Birch. 

Catalpa Bungei Umbrella Tree. 

Platanus orientalis Oriental Plane. 

Populus fastigiata Lombardy Poplar. 

Quercus palustris Pin Oak. 

Salix babylonica Weeping Willow. 

Sorbus aucuparia Mountain Ash. 

Tilia (your choice) European Linden. 

Ulmus americana American Elm. 



HINTS ON BUYING 



71 



Deciduous Vines 



Botanical name 

Ampelopsis Veitchii 

Aristolochia Sipho 

Clematis paniculata 

Clematis Jackmannii 

Lonicera Halliana 

Wistaria (any good sort), 



Common name 
Boston Ivy. 
Dutchman's Pipe. 
Virgin's Bower. 
Large Purple Clematis. 
Japanese Honeysuckle. 
Purple Wistaria. 



Evergreen Trees and Shrubs 

The best 

Botanical name Common name selling 

size is 

Abies Nordmanniana Crimean Fir S' 

Azalea Hinodigri Pink Japanese Azalea. . . 18'' 

Buxus sempervirens Bush Box 2' 

Ilex crenata Japanese Holly 2' 

Juniperus chinensis Chinese Juniper 5' 

Juniperus Pfitzeriana Pfitzer's Juniper 2}^' 

Juniperus virginiana glauca.. . .Blue Native Cedar 5' 

Kalmia latifolia Mountain Laurel 2^4' 

Picea excelsa Norway Spruce 5' 

Picea pungens (Koster's) Koster's Blue Spruce.. . . 3' 

Pinus Strobus W^hite Pine S' 

Pinus Mughus Dwarf Mountain Pine.. . 2' 

Retinispora filifera Thread-leaved Cypress. . 4' 

Retinispora filifera aurea Gold-leaved Cypress. ... A' 

Retinispora obtusa Japan Tree Cypress 4' 

Retinispora obtusa compacta. .Dwf. Japan Tree Cypress 1' 

Retinispora pisifera Pea-fruited Cypress 3' 

Retinispora pisifera aurea Gold-fruited Cypress. ... 3' 

Retinispora plumosa Japanese Plumed Cedar. 3-5' 

Retinispora plumosa aurea. .. .Golden Plumed Cedar. . . 2-5' 

Retinispora squarrosa Blue Japanese Cedar. . . . 2-4' 

Taxus cuspidata , .Japanese Yew 2' 

Taxus cuspidata brevifolia (all 

other forms are good) Dwarf Japanese Yew.. . . 1' 

Rhododendron maximum Native Rhododendron.. . 2-3' 

Thuya occidentalis American Arborvitae 3-6' 

Thuya George Peabody Golden Arborvitae 2-5' 

Thuya, pyramidalis Pyramidal Arborvitae.. . . 4-8' 

Thuya globosa Globe Arborvitae 1' 

Thuya Biota Chinese Arborvitae 4' 

Tsuga canadensis Native Hemlock 3-7' 

Naturally, all of the evergreens are finer in larger sizes 
than those mentioned, but if you purchase anything much 
smaller you will be apt to find the plants not ^'finished." 



72 



THE SMALL NURSERY 



In the questionnaire sent to the nurserymen a question 
was asked as to the best sizes of trees and shrubs to handle. 
Although the opinion was somewhat divided, the general 
concensus was that of the ordinary growing shrubs the 
3 to 4 ft. sizes were the most satisfactory. In the dwarf 
sorts the 18 to 24 in. is the best size. The size trees to 
purchase depends somewhat on what your market re- 
quires, but you should specify nothing under 1^-in. 
caliper. (This caliper measurement is supposed to be 
taken at the base of the tree, six inches from the ground.) 
Some nurseries grade trees by their height in feet, but 
this is not a satisfactory way to buy them, because a tree 
grown close to others may easily attain a height of twelve 
feet with but a spindly trunk. Also in buying trees, 
especially Norway Maples, specify that you want straight 
specimens, personally selected. However reputable a 
nursery may be it cannot dig every order from the office 
and a workman is more apt than not to take trees just 
as they come in the row, which is far from a satisfactory 
method. 

ROSES 

In the matter of Roses few nurserymen were willing 
to commit themselves to the extent of advising about 
varieties, but I was favored with a fine informational letter 
from one of those in the best position to know, namely, 
the Jackson & Perkins Company. This firm has been 
selling to florists for years and knows what are the sellers 
as well as what are the most satisfactory kinds. So I 
feel that I can do no better than to quote that part of 
the letter dealing with Roses: 

''Of course, no flower garden is complete without Rose 
bushes. In the climbing varieties, the Wichuriana hybrids 
are very easily handled and sure to grow. Of them, 



ROSES FOR PLANTING 



73 



Dorothy Perkins is the best known and most popular. 
There are also available in ample supply, Excelsa (Red 
Dorothy Perkins) and a white form named White Dorothy 
Perkins. Of the other desirable climbing varieties we 
would mention Aviateur Bleriot (saffron yellow), Climb- 
ing American Beauty (red), Hiawatha (single crimson), 
Silver Moon (white). Source d'Or (a very pretty, hardy 
yellowish Rose), Tausendschon, and so forth. 

''Of the dwarf polyantha or 'Baby' type, the original 
Baby Rambler, Mme. Norbert Levavasseur, is still in 
demand and valuable. Along with it may be sold Ellen 
Poulsen (dark pink), Erna TeschendorfF (carmine red), 
Orleans (red), and Yvonne Rabier (white). 

"Of the hybrid teas and everblooming Roses, there is 
a wide assortment of varieties and one can select only a 
few without too greatly increasing the list. We would 
particularly recommend: 

Frau Karl Druschki — white. Killarney — pink. 



(where the Winters are not very White Cochet— snow white, 
severe). White Killarney — waxy white. 

"In naming hybrid perpetual varieties also, we are em- 
barrassed to know which to choose. There are many good 
ones, among them: 



General McArthur — scarlet red 
George Ahrends — the best pink 



Los Angeles — flame-pink, toned 



with coral. 
Mme. Caroline Testout — pink. 
Maman Cochet — pink. 
Radiance — pink. 



Druschki. 
Gruss an Teplitz — scarlet 
Hoosier Beauty — crimson. 
Kaiserin Augusta Victoria — white 



Baron de Bonstetten. 
Captain Hayward. 
Clio. 

General Jacqueminot (old but still 



Magna Charta. 
M. P. Wilder. 



good). 
J. B. Clark. 
Mme. Gabriel Luizet. 



Maragaret Dickson. 
Mrs. John Lairrg. 



Paul Neyron. 
Ulrich Brunner. 



"The new race of hybrid Rugosa Roses should not be 
overlooked, particularly for localities where the Winters 



74 



THE SMALL NURSERY 



are very severe. Of this class Conrad F. Meyer is worthy 
to be planted anywhere, because the flowers and foliage 
are extremely attractive. Other varieties of this class 
which can be recommended are Amelie Gravereaux, 
Blanc Double de Coubert, Mme. L. Villiminot, Nova 
Zembla, New Century and Sir T. Lipton. These are 
all varieties of exceptional hardihood and they have to 
a considerable extent the clean healthy foliage and vig- 
orous habit of growth of the type Rugosas." 



HERBACEOUS PLANTS 

The growing and selling of perennials is a branch of 
the nursery business in which many florists have already 
found a good profit. As the commoner sorts of perennials 
are so well known to every one, I will not go into too great 
detail in giving lists of them. Fritz Bahr, in his ''Week's 
Work'' in The Florists' Exchange and in his ''Commercial 
Floriculture/' has repeatedly called attention to the value 
of many of these as cut flowers for Summer, while every 
year more and more varieties are being forced. To com- 
plete my lists of stock I am therefore giving a list of just 
the "bare necessities." As your business grows you will 
want to enlarge this list to at least 75 or 100 varieties. 

Achillea. Iris (German). 

Aquilegia. Iris (Japanese). 

Bleeding Heart. Lupines. 

Campanula. Mallow Marvels. 

Chrysanthemum. Pachysandra. 

Coreopsis. Peonies. 

Delphinium. Phlox. 

Foxglove. Purple Coneflower. 

Gaillardia. Pyrethrum. 

Gypsophila. Sweet William. 

Hemerocallis. Veronica. 

Hollyhock. Yucca. 



PRICING STOCK 



75 



PRICING 

More important than all the talk about varieties is 
that about prices, for on them hang all the profits and suc- 
cess. Be sure and get enough for the stock you sell to 
cover any losses you may have, as well as your selling 
costs. Unless you are in a position to know these costs, 
it is best to set a fairly reasonable figure and let it go at 
that. That *Tairly reasonable figure'' may be arrived at 
in the following manner: 

Trees and evergreens: Each price should be two to three and 
a half times cost price. 

Shrubs, perennials, etc.: Each price should be three and 
a half times cost price. 

The "ten" rate is usually about ten per cent lower, while 
hundred lots of plants are usually priced according to cir- 
cumstances. 

**The other fellow's catalog" will be a help to you in 
this task of setting prices. 

After you have once established your price hold to it. 
It is especially true of nursery stock that once you indi- 
cate to your customers the instability of a price, they will 
quickly take advantage of it and expect reductions and 
discounts on everything they need. 

And now, finally, about quantities. Here is where neither 
I nor the experienced nurseryman can advise. Forty 
plants of each kind mentioned would surely be a start 
for the average place, but you must judge for yourself. 
The main thing is to have the stock on hand. As H. E. 
Holden of the American Nursery Company says, *'The 
florist as a rule has a trade to start with, for his flower 
customers will quickly respond to the nursery end of it 
once they know their florist has the stock to off"er." 



Chapter XII 



CARE IN PLANTING 

IN this final chapter an attempt will be made to suggest 
some methods and thoughts in regard to handling the 
plants in the nursery, with particular reference to 
planting, pruning, cultivating, etc. It is hardly likely 
that any florist-nurseryman will be interested in budding, 
grafting, and the other intricate details connected with 
propagation. For those who may be desirous of studying 
these details there are any number of excellent works on 
the subject. ''Commercial Plant Propagation'' contains 
detailed instruction for the propagation of almost every 
plant sold in everyday trade. 

I will assume for the time being that you have purchased 
the trees and shrubs which you desire to have in your 
nursery (the choosing of which has already been discussed) 
and that the ground has been prepared in accordance 
with the suggestions given in a previous chapter. If the 
shrubbery has arrived early in the planting season, it 
will be best to heel the plants in carefully. If, in heeling 
in, you use as much care as if you were actually planting, 
no loss will result from this method of handling. When- 
ever you sell a shrub be sure to again carefully cover the 
roots of those remaining; also make certain that you have 
not taken the only plant in the bunch with the label on. 
If you are new to the game, the loss of a label means 
practically the loss of the whole bundle of plants. 

The actual planting out of the shrubbery in the nursery 

76 



CARE IN PLANTING 



77 



should be done at the first possible moment after the rush 
of selling is over, or whenever it is evident that the stock 
is leafing out. Neglect to plant at this time will often 
cause a heavy loss, especially of the more tender sorts. 
Of course, in the case of small stock for planting out, the 
work should be done as soon as the shipment arrives. 

If the ground has been thoroughly prepared for plant- 
ing, there will be no need to fertilize the rows. To save 
needless labor, the men digging the trench should know 
what is to go into it that they may make the trench of the 
right depth and width, for most kinds of shrubs have entirely 
different root systems. After the trench has been pre- 
pared, lay the plants in the trench the proper distance 
apart. There should be at least two men to do this work, 
one to hold the shrub straight in the row and the other 
to shovel in enough soil to make the plant stand erect. 
Each shrub should next be shaken a bit to get the soil 
around the roots, and then the ground should be packed 
firmly with the feet. After this the remainder of the soil 
should be thrown loosely in about the plant. 

THE IMPORTANCE OF PRUNING 

The most essential act in planting is that of pruning, for 
it is the method of pruning which determines the future 
quality of the plant. In the case of most nursery stock 
purchased from large nurseries, the stock has been trained 
in the way it should go, but it can be greatly assisted at 
each transplanting by a little thoughtful pruning. It is 
my opinion that the best rule for pruning is the exercise 
of common sense. In planting out for growing on, most 
shrubbery could be headed in severely and thus caused 
to grow much more stocky. This also applies to orna- 
mental trees. If you buy, as most dealers do, the two- 
year-old fruit trees for your retail trade, you will want to 



78 



THE SMALL NURSERY 



handle them carefully in order to have them in good 
condition for the following season's sales. It is rarely 
necessary to prune the roots of shrubs, but broken roots 
on fruit and ornamental trees should be cut off smoothly. 

To insure a vigorous and healthy growth, nursery stock 
should be cultivated as freely as a field of Carna'*ons. 
Not only does it then produce a more vigorous gro i, 
but the tillage is an insurance against drought. In the 
little nursery with which the writer is connected there 
were two adjacent blocks of shrubs, one of which had been 
under constant cultivation, while the other had been 
neglected. A long drought brought the importance of 
cultivation forcibly to mind, for the Lilacs in the uncul- 
tivated block withered and almost died, while the other 
stock remained healthy. Don't attempt to do all the work 
by hand, and if you haven't a horse, buy one of the in- 
expensive power cultivators now on the market. 

Proper planting, cultivation, and pruning — these three 
elements are essential to the growth of good stock; but 
good stock in the nursery does not satisfy the customer. 
As no chain is stronger than its weakest link, so often 
the weakest link in the chain between the grower and 
consumer is the digger. Thousands of good customers 
and good shrubs have been ruined by careless digging. 
When you want a shrub or evergreen dug properly send 
two men to do it and equip them with sturdy spades 
and emphatic instructions to get all the roots. Mechanical 
tree diggers are all right, perhaps, for the big wholesale 
nurseries, but individual digging is the method by which 
to insure satisfaction. 

Evergreens, of course, should be balled and bur- 
lapped. Always make certain that the ground is moist 
enough to cling to the roots, then dig deep on all sides of 
the tree and lift it out with spades. Dont attempt to pull 



HANDLING EVERGREENS 



79 



out an evergreen {or shrub) if it sticks. Dig till you can 
lift it out with spades. You can spoil a five-dollar ever* 
green in five seconds by trying to pull it out. 

And after you dig your plants, protect them well from 
wind and sun. A shaded packing shed and wet straw 
wi^^ nake it easy to give such protection. One large 
nc.x6erymen suggests that florists handle only such stock 
as can be carried away by the purchaser. If that is the 
type of business which you contemplate doing you should 
provide good heavy wrapping paper (waterproofed is 
best) and wet shavings or straw to put around the roots. 

In this- connection an excellent scheme is being investi- 
gated whereby shrubs are planted out in wire baskets; 
this permits of their being moved at any time during 
the season. These baskets should be of particular value 
in planting such things as Japanese Maples, Golden 
Privet, and other attractively colored stocks that must 
be seen by the customer to be appreciated and bought. 

As it will be necessary to ship but little of the stock you 
grow, I will not go into detail regarding the packing and 
shipping of nursery stock. If you want good advice on 
how to pack, just unpack carefully a few cases secured 
from any good nursery. Thus you can learn many details 
necessary for your guidance. The same rules in packing 
apply to shrubs as to cut flowers: that is, pack fairly tight 
and brace both the box and plants. 

And don't forget that you cannot ship stock by either 
express or post without an inspection certificate. If you 
have bought a lot of stock from some nursery and want 
to reship some of it, use one of the tags which came on 
the original shipment, unless, of course, you have already 
had your nursery inspected. This is a matter which 
should have your attention as soon as you get your stock 
planted. 



Chapter XIII 



A BIBLIOGRAPHY OF THE NURSERY 

THERE are many^ many books of value for the 
business man to read^ and it is hard to make a 
selection of the most useful. Certainly, I would 
want to include a list of strictly ''business'' books, for 
the most successful nurserymen are those who have the 
ability to effectively merchandise their product. 

Next in importance to business books I Vv^ould place 
the trade papers and a good generous supply of catalogs. 
The trade papers supply information in easily digested 
quantities which come before us at frequent intervals, so 
the constant reader soon becomes a well-informed in- 
dividual. 

Catalogs not only keep one up to date in the matter 
of varieties of stock but often, in the case of those pub- 
lished by leading firms, offer useful advice as to the 
growing and planting of stock. 

For those who do not feel that they have large sums to 
invest in books, there are numerous valuable bulletins 
issued by state colleges and the Federal Department of 
Agriculture at Washington. "The Home Grounds" — 
Bulletin 361 of Cornell Universit)', Ithaca, N. Y., is a 
good example of the former, and "Tree Surgery," by 
|. l'\ Collins, and "Lawn Soils and Lawns," are speci- 
mens of the latter, "i^jur Congressman will send you a 
ccjmplete list of Government bulletins from which you 



BOOKS FOR THE NURSERYMAN 



81 



can take your pick, while your State Experiment Station 
also can furnish a list which might interest you. 

Finally, in a list of things to read, there are the regular 
horticultural books, of which but a few can be men- 
tioned here, as follows: 

^'Landscape Gardening,'' by Frank A. Waugh. 
"The Nursery Manual," by L. H. Bailey. 
*Tittle Book of Perennials,'' by i\lfred C. Hottes. 
*Tlant Culture," by Oliver and Hottes. 
>*Tractical Plant Propagation," by Alfred C. Hottes. 
'Trinciples and Practice of Pruning," by M. G. Kains. 
^'Practical Landscape Gardening," by Robert Cridland. 
'*Trees, Shrubs, Vines and Perennials," by Kirke- 

gaard, et al, 
"The Garden Guide," by various authorities. 
''Standard Cyclopedia of Horticulture," by L. H. Bailey. 
''Commercial Floriculture," by Fritz Bahr. 
"Landscape Design," by Hubbard and Kimball. 

Any of these books may be obtained through the pub- 
lishers of this volume. The book by Fritz Bahr, although 
written for florists, contains much for the nurseryman. 
The last named book is a bit deep for the novice but 
gives a good insight into the real principles and theories 
of landscaping. 



Appendix A 



THE following article, by Drue AUman, proprietor of 
The Allrnan Nurseries, Holmesburg, Pa., appeared in 
The Florists Exchange of January 27, 1923, under the 
title of '*Cost-Finding for the Florist." Although it is ad- 
dressed to the grower of flowers and discusses his problems 
and activities, it is equally appHcable, in principle, to any 
nursery enterprise — and especially to the small nursery. 
Merely substitute nursery crops, nursery operations and 
nursery expense items for those given, and the suggestions 
and recommendations made will hold good, whatever 
your interests or products. 

This method of cost finding is simple, practical and 
adapted (or adaptable) to any set of conditions; it is based 
on actual experiences and experiments rather than theory; 
it emphasizes economy of time and effort without sacri- 
ficing accuracy; and it brings to light just those facts and 
data that the grower wants to know — or should know — 
in order to be able to appraise his success, determine his 
position and his progress, and direct his future course. 
It can serve the nurseryman well. — The Author. 



82 



A PRACTICAL SYSTEM OF COST-FINDING 



lOST-FINDING, as applied to the florist grower or 



retail grower, seeks to determine the actual cost of 



producing and marketing crops, in order that the 
business may be conducted in the most efficient and profit- 
able manner. 

When read at one sitting, the methods herein de- 
scribed may appear tedious and complicated; but they 
are not. Any person with an eighth-grade education and 
an average head for figures will find the actual work in- 
volved simple, interesting, and increasingly profitable as 
he progresses. In cost-finding, unlike plain bookkeeping, 
the recorder often makes his own estimates. Cost-finding 
is not exact, nor is there need for absolute accuracy. 
Moreover, there are few hard and fast rules. 

Only a very small percentage of growers (4.5 out of 
every 100, according to the writer's survey in 1920) can 
tell even roughly the comparative costs of growing different 
crops. This is a regrettable condition, the more so since 
no one suffers more from it than the grower himself. 

Talk cost-finding to the average florist, and he will 
run from you. He ''hasn't time" or ''cannot see the need 
of it," Many growers confuse high yield jwith profitable 
yield, whereas there is a distinct difference. Simply be- 
cause the returns from a crop are high does not imply 
that the space has been used most profitably. Perhaps 
the cost of producing the crop has been so great that, in 




THE SMALL NURSERY 



the final analysis, it would hiivQ been better to have 
grown a lower-priced crop, or a succession of low-priced 
crops at a much lower cost of production, so as to have 
secured a larger ?iet profit. 

OUR METHOD OF KEEPING TRACK OF COSTS 

For the past few years we have attempted to find the 
major costs of growing some eight or ten cut flower crops 
under about 40,000 square feet of glass. I do not claim 
that these records are accurate to the dollar, nor do I 
believe that our method can be adopted by others without 
some modification. But I do know that we have dis- 
covered many invaluable and even astounding facts which 
we never could have obtained by the all-too-popular 
snap-judgment method. 

Here, for example, are samples of the sort of questions 
that our records have answered: 

L Are Sweet Peas and ^^iolets best grown separately 
or as companion crops : 

2. Is ''Laddie" Carnation a profitable variety for us r 

3. Which plan is best (a) Snapdragons the entire sea- 
son, or (b) Snapdragons to follow 'Mums ? 

4. What is the best paying method of handling Stevia r 
Calendula : 

5. How much ;;^/ profit (or loss) per square foot did 
we realize on each of the several important crops 
in 1920 r 1921 r 1922 r Chief reasons. 

6. How much retail business shall we encourage r 

7. Do Pansies "pay'* as Winter cut flowers ^ 

8. What proportion of our 'Mums should consist ot 
Pompon types : 



WHAT COST-ACCOUNTING TELLS 



9. What is the net profit from a 40-deg. house as com- 
pared with that from a 50-deg. house ? Should we 
make a change in some houses ? 

How can correct answers to such questions be given un- 
less one knows, in each case, the costs involved ? 



EQUIPMENT FOR COST-FIXDING 

The stationery needed for the records are essentially 
a good ledger and a sharp pencil. Additional materials, 
such as cards, a desk adding machine, etc., may be used 
for convenience. 

The time required for entries (please note this, Mr. 
Busy Grower) is about fii'c niiniites per day . Every now 
and then the books are gone over, usually some evening, 
and summaries and deductions are made. 

We run an account (double column) with each of the 
following, those marked (*) being especially important 
in our particular line ot work: 

Real Estate (land and buildings)'"*' Manures (includes fertilizers) 

Labor* Interest 

Heat* Miscellaneous supplies* 

Auto truck Office expense 

Horse General expense* 

House (personal) Crop accounts (here omitted)* 

Tools and equipment* Minor crops (one account) 

A work report or record of how time is spent (as de- 
scribed farther on) is also kept. 

Such external accounts as Capital, Notes Receivable, 
Notes Payable, Accounts with Customers, etc., belong to 
bookkeeping proper, and will not be treated in this article. 
There is no harm in keeping everything that I shall dis- 
cuss in one large book, if one so desires. We do not keep 
a cash account; we do not usually make double entries; 
we de not stay up until 2 a.m. endeavoring to locate 
"that 13c. excess on the debit side." Our books do not 



THE SMALL NURSERY 



balance to the penny, but they give us the information we 
are after. 

MAKING ENTRIES 

Insofar as is practicable we try to distribute all ex- 
penses and receipts as they occur to the accounts wherein 
they finally belong, thus: 

We buy a hammer — charge Tools Account. 

We sell an old boiler — credit Heat. 

We sell a bouquet, chiefly Carnations and Stevia — 
credit Carnations and Stevia with rough estimate of 
the value of each. 

We buy package stamps — charge the bulkiest crop 
shipped at that period. 

We buy greenhouse hose — charge Miscellaneous Sup- 
pHes. 

We buy laths for Carnation supports — charge Car- 
nations, since they alone receive the benefit. 

We design a landscape — credit Labor, when payment 
is received. 

We haul two loads of manure from barn for 'Mums 
— credit Horse and charge 'Mums. This is a double 
entry. Money does not pass, but value does. 

We pay salaries — charge Labor. Include operators' 
salaries. 

If we know the ultimate destination of an expense 
or receipt, we enter it there at once. For example, if 
we buy two barrels of paint to paint greenhouses, we 
charge Real Estate, not Supplies. Later on we use one- 
fourth barrel (approximately) to paint the dwelling. 
Then we credit Real Estate and charge House with the 
value of amount used. If, on the other hand, we purchase 
a cheap paint for general use, we charge its cost to Sup- 
plies, as we do not then know its ultimate use. If, later 



MAKING ENTRIES 



87 



on, we use it to paint the barn, we credit Supplies and 
charge Real Estate, or whatever we call the account 
which includes the barn. 

About 10 per cent of all entries are double entries 
as just cited. We have tables of weights and measures 
and a good scales in the potting shed. Knowing the rough 
weight of a 3-gallon pail of bonemeal, it is a simple matter 
to count the number of buckets used in topdressing Car- 
nations, and to promptly charge Carnations and credit 
Manures with their value. Naturally, we are not too 
particular in all this, but the values lost sight of are rela- 
tively slight. 

A good rule for making entries is as follows: 

When value leaves an account, credit it. 

When value enters an account, charge it. 
This may be stated another way, thus: 

Credit an account when it waives responsibility for 
something. 

Charge an account when it assumes responsibility for 
something. 

To illustrate: if we sell 100 Carnations for $12, we 
credit Carnations, since value (Carnations are valuable) 
leaves their account. If we buy a hammer we charge 
Tools, since value (a hammer has value) is assumed by 
the account called Tools. A little practice will render the 
making of such entries almost automatic. A mistake is 
bound to show up here and there, but it can easily be 
rectified when the books are reviewed. 

Every item of income and outgo must aooner or later 
be transferred to the several crop accounts, since every- 
thing jn the business exists and takes place for their 
welfare. Accordingly, we endeavor to make the maximum 
number of entries in the crop accounts and the minimum 



88 



THE SMALL NURSERY 



number in other accounts. To explain, if we buy 60 
pounds of string (of which we use a great deal to tie up 
Sweet Peas and Carnations) rather than charge Supplies, 
and later transfer the charge as the string is used, we then 
and there charge Sweet Peas and Carnations each with 
its (estimated) share of the cost, including express charges. 

WHEN AND HOW^ TO OPEN ACCOUNTS 

The best time to begin a set of cost records is when the 
greenhouses are most nearly empty of plants, or when the 
amount of stock in dormant condition is largest. In our 
case, this is June 1, but for others it may be any month 
in the year. However, if you contemplate starting a set 
of records next July, begin now to keep track of things. 
Your present records will serve you in good stead, and 
you w^ill have had quite a little experience by that time. 

The first step in opening any account is to charge it 
with the inventory, based upon your fairest judgment of 
its value. Last year the autotruck account opened thus: 



Dr. 


Autotruck 




Cr. 


Autotruck 




1922 






1922 






June 1 


Inventory: 










One Ford car 
car valued . 


450.00 










Garage 




July 1 


Sold old tires 






equipment, 


56.00 


for rubber. . . . 


0.65 






Aug. 8 


Refund on 10- 






Extra tires, 




gal. oil can.. . 


.25 






12.50 


Sept. 5 


Received for 






y2 license for 




use of car bv 






1922 and 






H.W. Thom- 






fee 


5.50 




as, y2 day. . . 


5.00 


June 5 


5-gal. gas 


1.35 








5 


Radiator re- 
paired 


4.50 









OPENING AND CLOSING ACCOUNTS 



89 



We opened the Carnation account as follows: 

Dr. Carnations 1922-23 Cr. Carnations 1922-23 



1922 
June 1 



Inventory: 
16700 plants 
in field at 
$7 per 
hundred. . 

Wire and lath 
on hand. . . 

Old sand for 
cuttings on 
hand 



1169.00 
48.00 

16.50 




200 Matchless 
from fields 
John C. Ed- 
wards at 8c. , 

2 doz. Ward, 

retail 

(etc.) 



16.00 
1.50 



At the end of your fiscal year, take another inventory 
and this time credit the several accounts. In the case of 
Carnations, this would mean adding to that account the 
value of all the young stock and of the old stock, too, if 
it is still producing well. The average of the two inven- 
tories represents, as a rule, the average amount of money 
tied up. It is only fair to charge the account with 6 per 
cent of this average as interest, before closing the books. 

The taking of a complete inventory once every year 
requires one morning, and I do not believe we spend a 
morning to better advantage. 



THE WORK REPORT 

By far the most expensive item of crop production is 
labor, and it is this very expense that the average grower 
knows least about. A serious effort should be made to 
keep track of the labor performed upon each of the impor- 
tant enterprises. The record need not be elaborate, but 
it should be as fair and consistent as possible. Of the 
various time-keeping systems used in the industries we 
have -come to regard the following as the best and sim- 
plest for our purposes. I submit it for what it is worth. 



90 



THE SMALL NURSERY 



The manager (in this case the writer) carries with him 
a pocket memorandum book, of which each sheet is 
ruled off into columns. A column is provided for each 
important enterprise (including each of the major crops) 
upon which labor is expended. The inside cover is marked 
off to correspond with the rulings upon the sheets and to 
carry the column headings, thus saving the trouble of 
relisting these headings on each new page. 

If the manager is to be absent for long, the work of 
timekeeping is assigned to the foreman or man in charge. 
At first, your employes may smile at your endeavors; 
but after the novelty wears off you will find an increased 
efficiency all around. All workmen instinctively respect 
efficient business methods. A good manager should know 
w^hat his men are doing. By making the rounds every 
hour or so, it soon becomes easy to keep track of the time 
spent on each kind of work. 



(Cover of 
note-book) 


] 

1 Carna- 
tions 


Sweet 
Peas 


Violets 


Snaps 


'Mums 


(etc.) 


Misce'l. 
Work 


(Sheet of 
note-book) 


2x3.5 
2.3 


3x2.5 




3x0 . 5 




(etc.) 


Repaired 
wagon 
2i2 

Hauling 
coal 
6.0 



Taking the accompanying fragment of a typical work 
record page for one day, the column marked Carnations 
shows that two men spent about 3.5 hours each stringing, 
while one man disbudded for about hours. Later, 
we put three men at suckering Snapdragons for about one- 
half hour prior to quitting time. 

We keep no daily record of routine work, such as 
firing, watering, ventilating, etc., as these items easily 



THE WORK REPORT 



91 



can be estimated and recorded (after a little observation) 
at the end of each week. If, for instance, four men work 
57 hours each (or 228 hours) in a week, and the time 
sheets account for 146 hours, the difference — 82 hours — 
represents routine work, and is distributed according to 
estimates based upon observation or previous records. 

Toward the rear of the ledger some pages are ruled off 
into as many columns as are needed, where the totals 
of the time sheets are entered, say once every week. Thus, 
from the above record, we would mark down 9.3 hours 
in the Carnation's column, 4 hours in the Tools' column, 
6 hours in the Heat column, etc. This record can be 
made more valuable by occasionally noting the nature 
of the work performed. I have before me our 1921 work 
report and find, as a result of such memoranda, that we 
sowed our first Snapdragons on June 28, and began 
lifting our Violets from the field Oct. 19. 

At the end of the fiscal year the information contained 
in the work report is summarized and the labor charged 
to the crop and other accounts in the ledger at a calcu- 
lated rate per hour in the form shown on the next page. 

If I had to give up either the accounts in the ledger 
or the work report, I should give up the former, as I 
regard a knowledge of how time is spent as of paramount 
value to the florist. 

RULES FOR CLOSING ACCOUNTS 

Let US assume that the year is up, and that we wish to 
close the accounts and, if possible, see how the business 
can be improved. We proceed, then, to do the following 
things in the order given: 

1. Enter all moneys, etc., not yet recorded. 

2. Credit the Personal (or, in our case, House) ac- 
count and charge the Labor account with the value of 
all unpaid labor furnished by the family. 



92 



THE SMALL NURSERY 



CARNATIONS 
Matchless 



CARNATIONS 
C. Ward 



(etc.) 



Total area 

Total yield 

Yield per unit area. 
Total value of crop 



11,500 sq. ft. 
176,000 fls. 
15.3 fls. 



8,850 sq. ft. 
115,935 fls. 
13.1 fls. 



(etc.) 



(etc.) 



Value per unit area 

Total cost 

Cost per unit area 

Cost per unit measure 

Number of plants (if possible) 

Profit 

Profit per unit area 

Profit per unit measure 

Profit per plant (if possible) . 

Total man hours 

Profit per man hour 

Total horse hours 

Profit per horse hour 

No. of man hours to raise 

one unit measure of crop... 
No. of horse hours to raise 
one unit measure of crop... 

Date or dates propagated. . . 
Time, propagation to set- 
ting in beds or benches.. . . 
Time, setting to first harvest 
Time, first to last harvest. . . 

Total life of crop 

Period of greatest yield 

Times fumigated 

Times cultivated 

Times thinned 

Times fertilizers applied 

Weather conditions, average . 

Market conditions, average.. 

Use of by-products 

Value of by-products 

Remarks and suggestions 
for inipiovenienr 



Suggested method of tabulating the main facts about crops. The best 
place for such information is at the end of the accouat in the ledger. 



RULES FOR CLOSING ACCOUNTS 



93 



3. Charge and credit the proper accounts with 
everything not yet recorded. Thus, credit Auto Truck 
and charge Personal (at an estimated rate per hour) 
for the approximated personal use of the machine by 
the owner and his family. 

4. Calculate the net cost of man labor from the 
labor account. Determine the average rate per man 
hour, using the totals of the work report, including 
routine work. Credit Labor and charge each account 
with the total number of man hours spent upon it mul- 
tiplied by the rate per hour just found. 

(Example: From the work report we find a total 
of 2,432 man hours expended on Carnations. From 
the labor account w^e calculate a rate of 39.2c. per man 
hour. Consequently, we credit Labor and charge Car- 
nations with the product, or $96L34.) 

5. Enter the horse inventory under Horses (on the 
credit side). Credit Interest and charge Horses with 
6 per cent of the average of the two inventories. 

6. Distribute the cost of horse labor in the same way 
that man labor was distributed. Note: If horse labor 
constitutes an important part of the yearly work, a more 
detailed record of such work should be kept, similar 
to that of man labor. 

7. Credit each account with its inventory at the 
end of the fiscal year at a fair market value. (In many 
accounts there will be no inventory to record at this 
time.) Charge each account with 6 per cent of the 
average amount of money invested during the year, 
crediting Interest in each case. 

8^ Credit Real Estate and charge all other accounts 
with a nominal rent for the use of hmd, buildings, etc. 
Base these charges upon a study of the real estate ac- 



94 



THE SMALL NURSERY 



counts (one or several). Rough estimates will suffice. 
When complete, the two sides of the real estate ac- 
count should nearly balance. 

9. Calculate and distribute the total cost of heat, 
manures, tools, supplies, etc., crediting these accounts 
and charging the different crops in proportion to the 
estimated use by each of each of the above items. 
When complete, the heat, manure, etc., accounts should 
about balance. A study of the books will enable this 
distribution of share of costs to be made more easily. 
If a rough plan of how much space each crop occupies 
is made several times a year, these sketches will make 
for greater accuracy. But estimate where necessary. 

10. Total the debit (or charge) side and then the 
credit side of each crop account. The difference, in 
each case, is the net profit (or loss) on said crop for the 
year. Tabulate all these results and find net business 
gain (or loss) for the year. 

11. Condense all information and study each ac- 
count; and then, finally, the business as a whole. De- 
termine from this how you can improve the business. 

12. Do not attempt to memorize these rules, but 
keep them handy. 

A set of accounts should be chosen with the same 
care that a skilled mechanic uses in selecting his 
tools. There should be just as many as are actually 
needed to accomplish the purpose in view, and no more, 
xAlso they should be designed to help secure the desired 
results with the least expenditure of time and effort. 

In conclusion, I would earnestly urge the wider use of 
cost keeping by members of all branches of the ''trade." 
The outcome will certainly have a beneficial effect all 
around, resulting in a better living, less leakage, less 
worry and greater prosperity for all. 



Appendix B 



HORTICULTURAL STANDARDS 

Report prepared by the Committee on Standard- 
ization of Horticultural Trade Practice^ American Associa- 
tion of Nurserymen, and adopted at the Annual Conven- 
tion June 28, 1923. 

Harlan P. Kelsey, Chairman^ Salem, Mass. 
F. L. Atkins, Rutherford, N. J. L. J. Tucker, Madison, Wis. 

J. B. PiLKiNGTON, Portland, Ore. E. S. Welch, Shenandoah, Iowa 

Paul Lindley, President Charles Sizemore, Secretary 

1. Need for Standardization 

Business organizations are fast coming to realize that 
loose and widely varying methods of business practice 
are injurious to buyer and seller alike. 

The imperative need for standardized rules and prac- 
tice among nurserymen is obvious and admitted by all 
progressive nurserymen. In adopting these standards 
the hearty cooperation of every member of the ^American 
Association of Nurserymen is expected, and this will 
inevitably result in incalculable benefit to nurserymen and 
American horticulture at large. Changes and additions 
that experience shows to be wise will no doubt be made 
from time to time, but until such changes occur, this code 
of standards shall be the basis for transactions by and 
between members of the American Association of Nursery- 
men. 

2. Reasons for Standards 
Committees of the American Association of Nursery- 
menr for several past years have made recommendations 
for standards of grading, but these have failed of adop- 
tion, usually because of minor disagreements, and so 
today nursery practice is not uniform, but in a deplorably 

95 



96 



THE SMALL NURSERY 



chaotic state. The task of standardizing nursery business 
practice is peculiarly difficult, for it involves working out 
rules that are technical to some extent and at the same 
time practicable. It is obvious that to serve the desired 
ends Horticultural Standards must be adopted and 
practiced by the trade at large. 

Past difficulties among nurserymen in reaching agree- 
ments as to grading and other standards clearly indicate 
the needs in horticultural lines. Everyone now agrees 
how desirable would be accepted standards in growing, 
digging, grading, storing, packing, shipping, advertising, 
catalog making, nomenclature, terms and abbreviations 
used by shippers and others, and fixed terms of sale among 
nurserymen or between them and their varied list of cus- 
tomers. Growing, buying and selling have been largely 
guesswork and based on the personal equation rather 
than on fair, square, open and accepted business standards. 

This has worked against the fair customer and the 
honest tradesman and to the advantage of the crooked 
customer and careless or mendacious grower; while the 
agents of both buyer and seller have often thrived on 
graft exacted from one or both. 

Some of the specific advantages in standardizing hor- 
ticultural trade practice are as follows: 

L Filing. Where lists of plants are kept with card 
catalogs, it is indispensable to have a good system of word 
terms with abbreviations and definitions. 

2. Catalog Making. If trade terms (words) are 
standardized with abbreviations it is possible to use a 
large number in making up catalogs, saving space and 
making the descriptions much clearer. The seller knows 
how to correctly describe his wares and business methods, 
while his customers can easily and intelligently use his 
printed matter, knowing fairly well what the results will 
be when he places an order — which is far from the situ- 
ation today. 

3. Correspondence. In making quotations, trade 
terms and abbreviations should be well understood, thus 
saving time and expense, and insuring accuracy. 



REASONS FOR STANDARDS 



97 



4. Telegraphing. It is almost needless to mention 
how important a standardized list of sizes, grading tables 
and abbreviated trade terms, etc., will be in telegraphing. 
Expense will be saved, accuracy assured and sales pro- 
moted. The American Nurserymen's Standard Telegraph 
Code (see page 117) should be used by members, par- 
ticularly in their transactions with other members. 

5. Landscape Architect in Making Plans and 
Specifications. Here it is almost imperative that a 
system of standardized terms and abbreviations be in 
effect. Much additional information can be put on plans 
and in planting lists, thus promoting satisfactory busi- 
ness relations between landscape architect, contractor 
and nurseryman. 

6. Business Relations Between Buyer and Seller. 
Standardized trade terms and uniform business practice 
will enable customers to know what is being offered or 
advertised and just what they will get or at least justly 
expect. This means increased business all along the 
line. Today few nurserymen caliper trees alike, and de- 
scriptions of quality and grade of stock as well as the 
trade terms used are so lacking in uniformity that cata- 
logs today leave the buyer in the dark as to what he may 
expect. 

7. Law Suits. With standardized terms (words) 
and trade practice, the honest nurseryman, florist or 
dealer is protected as he is not today. Thus it means pro- 
tection for the legitimate tradesman who is doing a 
straight business and in time the weeding out of dishonest 
or slovenly nursery practice, which is very deterimental 
to the business in general. Standards will aid in arbi- 
tration, which is usually preferable to law suits. 

8. Shipping, Importing, etc. Many trading terms 
(words) are already used quite extensively and their ab- 
breviations as used are supposed to be standardized. 
The meaning of some, however, is not always clear and 
this is remedied in Horticultural Standards, (See 
page 104.) 



98 



THE SMALL NURSERY 



9. Horticultural and Garden Publications. The 
horticultural writer will be greatly helped, and intelli- 
gent publicity thereby promoted by use of this code of 
standardized horticultural rules, terms and abbreviations. 

3. Standard Rules and Tables for Grow- 
ing AND Grading Ornamental and Fruit 
Nursery Stock 

Definitions and Explanations 

1. Measurements in Height and Diameter to be stated in inches 
up to 24 inches; all over 24 inches to be stated in feet. Examples: 
2-4 inches; 3-6 inches; 12-18 inches; 18-24 inches; either the dash 
(-) or the word "to" may be used between figures; where a size 
includes feet only, the measurement should be stated in feet; ex- 
ample, 2-3 feet. The abbreviations in. for inches and ft. for feet 
may be used. 

2. Caliper (Clpr.). Trees are only to be calipered, and there 
is no objection to calipering any size; calipering shall be uniform 
in method and corresponding minimum heights of fruit trees and 
ornamentals shall be given as shown in grading tables. 

3. Clumps (CI.) are undivided herbaceous perennials, shrubs 
and sometimes trees, with several or many stems, or in the case of 
herbaceous perennials, with several buds or crowns. 

4. Transplanted (Tr.). It is usually very important to indi- 
cate when stock was last transplanted, as follows: Tr. 1 yr., Tr. 
2 yr., etc. It is often important also to state the number of times 
stock has been transplanted, as follows: Tr. 2 T.; Tr. 3 T. 

5. Averaging Sizes. In digging and shipping, all stock shall 
be graded so as to maintain an average of values in sizes or otherwise ; 
100 plants 12 to 18 inches must include enough over 15 inches to 
make the average 15 inches; 2-3 ft. must average 30 inches. The 
same rule applies in calipering. 

6. Balling and Burlaping (B & B). Where it is intended to 
ball and burlap, this fact should always be given by using the ab- 
breviation & B" in a suitable position. 

7. Cold Storage Stock (C. Stor.). When stock is shipped from 
cold storage, this fact should be clearly stated, and the abbrevia- 
tion "C. Stor." may be used. Otherwise, it is understood that all 
stock is freshly dug from the open nursery. 

8. Specimens (Spec). This may be stated to indicate unusually 
well-shaped trees or plants; but does not relieve of the necessity 
of giving other standard information as noted in preceding para- 
graphs. 

9. Seedling (Sdl.). Cutting (Cut.). Division (Div.). State 
age in years, followed by abbreviations for propagation method; 
examples: Berberis thunbergi, 1 yr. Sdl., 6-9 in.; Thuja occiden- 
talis, Cut. Tr. 1 T.; Anemone japonica, 2 yr. Div. 



DEFINITIONS AND EXPLANATIONS 99 



10. Quality or Grade. Unless otherwise stated, all stock offered, 
advertised or cataloged is understood to be of first class, salable 
and plantable quality of each kind and grade. Heavier grades 
state as follows: X- (heavy); XX- (very heavy); XXX- (very heavy 
perfect specimens). Lighter grades suitable only for lining out 
or growing on should be so declared and the following abbreviation 
may be used, LG. 

11. Abbreviations (Abr.). Where abbreviations are used in 
transactions the standard abbreviations of terms given in this code 
of standards shall be used by members. 



Rules and Definitions for Grading 

DECIDUOUS TREES. 

Height shall be given in single feet up to 6 ft.; example: 5-6 ft. 
Over 6 ft., give in double feet; examples: 6-8 ft., 12-14 ft. 

Caliper shall be taken 6 in. above the collar. Calipering begins 
at 1 in. 

Clumps shall be trees wdth three or more stems from the ground. 
Diameter of top may be stated in feet. 

STREET TREES. 

Unless otherwise specified, street trees are to be free of branches 
up to 7 feet, with a single leader, well branched, and wath reasonably 
straight stems. 

EVERGREEN TREES. 

Height state in 3 inch series up to 12 inches; then in 6 inch series 
up to 24 inches; then in either 6 inch or foot series up to 6 feet; 
then in 2 foot series up. Exception: Many small evergreen seed- 
lings or 1 and 2 yr. cuttings may require a closer grading, as follows: 
2-4 in.; 4-6 in.; 6-8 in.; 8-10 in. 

Diameter or spread at base, if given, state in 3 inch series up to 
24 inches; in half foot series up to 4 feet, then in foot series. 

DECIDUOUS SHRUBS. 

All shrubs shall be well furnished. Height. Dwarf shrubs state 
in inches up to 24 inches; usually in 3 inch series; examples: 3-6 in.; 
6-9 in.; 12-15 in., etc. Strong, growing shrubs to be graded in 
6 inch series up to 24 inches; example: Ligustrum ovalifolium, 
12-18 in., over 24 inches by single feet up to 6 feet, then in double 
feet up; example: 8-10 ft. 

Diameter state in feet when desirable. 

Clumps indicate 8 or more stems or "canes" frem the ground. 

EVERGREEN SHRUBS. 
Height same as deciduous. 

Diameter, if given, state in 3 inch series up to IS inches, then in 
half feet up to 3 feet, then in feet. 

Clumps indicate 6 or more stems from the ground. 



100 



THE SMALL NURSERY 



VINES. 

Age^ state in vears from date of propagation. Example: Clematis 
paniculata, 2 yr. Tr. 1 T. 2-3 ft. 

Size, in inches up to 24 in,, then in foot series up to 4 feet, then in 
2 ft. series. 

Quality or Grade. Average number of stems should be given. 

HERBACEOUS PERENNIALS. 

State method of propagation. 

Age. State age from date of propagation in months or years. 
Quality or Grade. State number of buds, eyes or crowns, also 
general rule (see above under Definitions, page 98). 
Clumps shall have not less than 6 buds, e^^es or crowns. 
Field Grown (F. Gr.) means grown in open field. 
Pots means grown in pots. 
Frames (Fr.) means grown in coldframes. 

Greenhouse (GH.) means grown in greenhouse, hothouse or 
propagation house. 

FRUIT TREES. 

Tying. 11-16 and 9-16 grades shall be tied in bundles of ten. 
7-16 and 5-16 grades shall be tied in bundles of twenty. Each 
bundle shall be plainly marked with two \^'ired labels and tied twice. 

All grades shall be of fair shape, branched and well rooted. 

Measurements: 

Caliper shall be taken 2 inches above the collar or bud. 

Height shall be taken from the collar or bud. 

Caliper shall control, and where minimum heights are less than 
given in the Grading Table, special mention shall be made of such 
fact. 

SMALL FRUITS. 

Age shall be stated in years, with methods of propagation. Height 
and number of stems should be given where necessary, as in Currants 
and Gooseberries. 

Quality or Grade, per general rules as they apply. 

Grading Table — Deciduous Trees 

Caliper shall be taken 6 inches abo':e the collar 
Caliper Minimum heights 

1 to 11^ in 8 to 10 ft. 

IK to 1}^ in 8 to 10 ft. 

to IM in 10 to 12 ft. 

IM to 2 in 10 to 12 ft. 

2 to 23^ in 12 to 14 ft. 

2J4 to 3 in 12 to 14 ft. 

3 to 3J^ in 14 to 16 ft. 

33^ to 4 in 14 to 16 ft. 

4 to 5 in 16 ft. and up 

T) to 6 in 16 ft. and up 



RULES FOR GRADING 



101 



Grading Table — Fruit Trees 



Caliper shall be taken 2 inches above the collar or bud. Give age, as 1 yr., 

2 yr., etc. 

Caliper Minimum heights 

Apple 11-16 to 1 in 5 ft. and up 

Standard 9-16 to 11-16 4 ft. and up 

7-16 to 9-16 33^ ft. and up 

0- 16 to 7-16 ft. and up 

Apple 5-8 and up Give 

Dwarf 1-2 to 5-8 

3-8 to 1-2 

Apricot 11-16 and up 4 ft. and up 

9-16 to 11-16 3 ft. and up 

7-16 to 9-16 23^ ft. and up 

5-16 to 7-16 2 ft. and up 

Cherry 11-16 and up 2 yr. minimum, 4 ft. and up 

9-16 to 11-16 .33^ ft. and up 

7-16 to 9-16 23^ ft. and up. 

5-16 to 7-16 2 ft. and up 

Peach 11-16 and up 5 ft. and up 

9-16 to 11-16 4 ft. and up 

7-16 to 9-16 3 ft. and up 

5-16 to 7-16 2 ft. and up 

Pear 11-16 and up 5 ft. and up 

Standard 9-16 to 11-16 4 ft. and up 

7-16 to 9-16 33^ ft. and up 

5-16 to 7-16 23^ ft. and up 

Pear 5-8 and up Give 

Dwarf 1-2 to 5-8 

3-8 to 1-2 ■ 

Plum 11-16 and up 5 ft. and up 

9-16 to 11-16 4 ft. and up 

7-16 to 9-16 .33^ ft. and up 

5-16 to 7-16 23^ ft. and up 

Quince 5-8 and up Give 

1- 2 to 5-8 " 

3-8 to 1-2 " 



102 



THE SMALL NURSERY 



4. History of Horticultural Standard- 
ization 

At the 1911 Summer Meeting of the Ornamental 
Growers Association, a resolution was adopted as follows: 
'*That the standard of grading all ornamental deciduous 
trees be by caliper rule in all grades of \}i inches and over; 
that the measurements be made 6 inches above ground, 
and that in all published lists this standard be declared 
and in practice maintained." 

This grading was supposed to be used by all members, 
but reports and discusssions at subsequent meetings 
prove that such was not the case and widely varying 
practices continued. 

At a later meeting of the O. G. A., August 6-8, 1913, 
in Philadelphia, a Committee on Nomenclature and Re- 
vision of Sizes was appointed. This Committee prepared 
a report on nomenclature and grading, and submitted 
it at the Winter meeting of this organization, January, 
1914. This report, which was the first attempt in America 
to standardize plant names in horticultural use^ was adopted 
with minor changes and subsequent stock reports changed 
to comply with it. 

In 1916 a separate Special Committee was appointed 
by the Ornamental Growers Association on *'Standardiza- 
tion of Grading, Trade Terms and Abbreviations," as 
follows: Harlan P. Kelsey, Chairman; F. L. Atkins and 
Ernest F. Coe; but one of the most important features 
of standardization, namely, the subject of **Nomencla- 
ture,'' was referred to a Special Committee, which joined 
with other horticultural organizations in forming the 
American Joint Committee on Horticultural Nomencla- 
ture. Therefore Standardized Nomenclature is not in- 
cluded in this publication. 

The Standardization Committee reported January 3, 
1918, at the Winter meeting of the O. G. A. in New York. 
It was decided to refer the whole subject to the American 
Association of Nurserymen, and therefore this associa- 
tion's Committee on Standardization has continued the 
work. 



HISTORY OF STANDARDIZATION 103 



The August 3, 1911 report made to the Ornamental 
Growers Association by its ^'Committee on Grading Or- 
namental Stock/' and a still earlier one on January 8, 
1908, of its ^'Classification Committee" were educative 
and provoked rather violent discussions, but all important 
specific recommendations up to 1923 failed of adoption. 

In June, 1922, at the annual meeting of the A. A. N. in 
Detroit, the Standardization Committee submitted a 
printed report with specific recommendations in consid- 
erable detail. This report was accepted and the Com- 
mittee instructed to continue their labors and present a 
full report at the annual meeting to be held June, 1923, in 
Chicago. ^'Horticultural Standards'' {this publica- 
tion) is the result and constitutes the first systematic code 
of rules or procedure of its kind to be adopted by any 
horticultural group in ^America. Its adoption and use 
by other horticultural groups and organizations is hoped for. 

5. Standardized Nomenclature 

Standardized Plant Names, 1923, published by the 
American Joint Committee on Horticultural Nomencla- 
ture (of which the American xAssociation of Nurserymen 
is a constituent member) is hereby adopted. 

It is expected that members of this Association will 
loyally carry out in spirit and letter the rules of nomencla- 
ture laid down in the Official Catalog and use the stand- 
ardized names in catalog work, writings and in the field. 

6. Color Standards 

The American Association of Nurserymen hereby adopts 
the RiDGEWAY Color Standards and Nomenclature 
as its official color standard to be used in color and word 
descriptions in catalogs, advertising, and writings. 

7. Horticultural Terms (Words or Ex- 
pressions) Used in Nursery Practice with 
Abbreviations 

Trade terms and expressions and their meanings are 
important. These are often abbreviated in printed mat- 
ter and In correspondence. The list of abbreviations that 



104 



THE SMALL NURSERY 



follows is adopted tentatively by the American Association 
of Xurserymen and it is expected that the list will be com- 
pleted and perfected. 

RULES FOR ABBREVIATIONS. 

1. 3-letter system is standard, using first 3 letters of a word. 
This is the best system to avoid duplication and make meaning 
obvious. Example: Exp. = Express. 

2. Two letters may be used where meaning is clear without use 
of third letter. Example: Am. = American. 

3. One letter may often be used where the meaning is clear, by 
use of context. Example: E. East. 

4. Context. Abbreviations are usually made clear by keeping 
in mind the context, or position in which they are found, as in Rose 
lists, botanical names, etc. 

5. Arbitrary abbreviations are of little value except where uni- 
versal use has made their meaning understood, as lb. = pound; 
cwt. = hundred weight; bbl. = barrel. 

6. Fonetic abbreviations are useful where the first two or three 
letters do not convey meaning or where first letters are used for 
other words, as wgt. = weight; coir. color; bskt. = basket; 
bshy. = bushy. 

7. Exceptions are often necessary, as where four letters are nec- 
essary to make abbreviations distinctive and meaning clear. Ex- 
ample: intr. = introduced. 

8. Plant Name abbreviations. Here again the system of first 3 
letters is the standard so that the abbreviation itself usually conveys 
its own meaning. Besides, this system gives almost unlimited com- 
binations without duplication. 

9. Gender is not ordinarily considered ; for example : aur. = aurea, 
aureum and also auratum; context and knowledge of names must 
supply the proper termination. 

10. Exceptions to standard practice as above may be made 
when clearness with brevity miay be prom.oted. 

A. Shipping axd Trading Terms or Expressions 
C(C— At Bur.— Burlap 



B&B— Balled and burlaped 



a/c — Account 
Art. — Arrive 



% — Care of 
C. L. — Carload 

C. W. D.— Cash without dis- 



Bbl.— Barrel 
Bskt.— Basket 



count 
Cm. — Centimeter 
C.O.D.— Collect on delivery 
Coll. — Collection 
Com. — Commission 



B/L— Bill of Lading 



Bxd.— Boxed 
Bu.— Bushel 



TRADE ABBREVIATIONS 



105 



SHIPPING AND TRADING TERMS— Continued 



Mm. — Millimeters (25 to 1 in.) 
M. O. — ]\Ioney order 
Mos./D — Months after date 
Oz. — Ounce 

Pkg. — Package, Packing 
Pkd.— Packed 
Pkt— Packet 
Pd.— Paid 
PP.— Parcel post 
P. C. or %— Per cent 
P. O— Post-office 
Prep. — Prepay 
Pr. — Prices 
R.R.— Railroad 
Ry. — Railway 
Rcpt. — Receipt 
4Rel.— Released 
R. F. D— Rural free delivery 
Shpd. — Shipped 
Str. — Steamer 
Telg. — Telegraph 
Telf. — Telephone 
M.— Thousand (1,000) 
Wgt— Weight 
Wrls. — Wireless 
^W.A. — With average 

DEFINITIONS 

1. C. I. F. means that the seller furnishes the goods, pays the freight and in- 
surance to point of delivery; all other risks while goods are in transit are for 
account of the buyer. 

2. F. A. S. means that the seller is to deliver the goods alongside steamer in 
proper shipping condition; all subsequent risks and expenses are for account of 
the buyer. 

3. F. P. A. means free of particular average unless the steamer be stranded, 
sunk, burned, on fire, or in collision. 

4. Rel. means the declaration of a certain value made on a shipping receipt 
when goods are delivered to any transportation company. 

5. W. A. means that within the terms of the policy the company will be respon- 
sible for loss, excluded by the F, P. A. clause. 



^C. I. F. — Cost, insurance and 

freight 
Dys. — Days 
D-D — Days after date 
D-S — Days after sight 
Del. — Delivery 
Dom. — Domestic 
Ex. — From 
Exc. — Exchange 
Exp. — Express 
For. — Foreign 

^F. A. S. — Free alongside steamer 

F. O. B. — Free on board 

^F. P. A. — Free of particular 

average 
Frt.— Freight 

G. S. — General Special 
Guar. — Guaranteed 
C— Hundred (100) 
Cwt. — Hundredweight 
Imp. — I mported 

Ins. — Insurance 
Lb. — Pound 
L. C. — Letter of credit 
Mdse. — Merchandise 
Met. — Meter, Metric 



B. Railroad Shipping Terms Taken from the Latest 
Classification 

{Note: It is necessary to bear in ynind that many abbreviations are 
chiefly useful when used strictly in connection with their accompanying 
subject matter. This is especially so with many Shipping and R.iilroad 
terms or expressions.) 



L. C. L means Less than Carload. 

C. L " Carload 

Lbs.-. Pounds 

Min. Wt " Minimum Weight 

N. O. I. B. N ** Not otherwise indexed by name 

S. U Set up 



106 



THE SMALL NURSERY 



K. D.. 

1 

2 

R25.. 

3 

R26.. 

4 

5 

6 

Dl... 
2^tl. 
3tl... 
33^tl. 
4tl... 

A 

B 

C 

D... 
E 



RAILROAD SHIPPING TERMS— Continued 

means Knocked down 

First class 
Second class 
Rule 25 class 
Third class 
Rule 26 class 
Fourth class 
Fifth class 
Sixth class 

One and one-fourth times 1st class 
One and one-half times 1st class 
Double 1st class 

Two and one-half times 1st class 
Three times 1st class 
Three and one-half times 1st class 
Four times 1st class 
Class A 
Class B 
Class C 
Class D 
Class E 



C. General Terms or Expressions 



A. A. N. — American Assn. of 
Nurserymen 

Abr. — Abbreviation 

Adv. — Adventive, Advertise 

Ag. — U. S. Dept. of Agriculture 

Agr. — Agriculture 

AJC. — American Joint Commit- 
tee on Horticultural Nomen- 
clature 

O. K— All correct 

Ar. — Arnold Arboretum 

Asst. — Assistant 

Assn., or A. — Association 

Asstd. — Assorted 

Aut. — Authority, Author 

Bot. — Botanical 

Bet. G. — Botanical garden 

Bro. — Brother 

Cem. — Cemetery 

Coir. — Colored, Color 

Comp. — Comparative 

Com. — Committee 

Cy. — Bailey's Cyclopedia of Hor- 
ticulture 

Dir.— Dealer 

Dept. — De[)artment 



Desc. — Description 

Dir. — Director, Directory 

Dist. — Distribution 

F,— Fall 

Fer. — Fertilizer 

Fig. — Figure (line drawing) 

Flor., or F. — Florist 

Ex. — From 

Fr. Gr. — Fruit grower 

Gar. — Garden 

Gdnr. — Gardener (private) 

Gen. — General 

Gr. or G. — Grower 

Ills. — Illustration, Illustrated 

Inc. — Incorporated 

Incl. — Including 

Intr. — Introduced by 

L. A. — Landscape architect 

L. G. — Landscape gardener 

Ltd. — Limited 

Mgr. — Manager 

Ms. — Manuscript 

M. G. — Market gardener 

Mic. — M icroscopic 

Nom. — Nomenclature 

N. G.— Not good 



TRADE ABBREVIATIONS 



107 



GENERAL TERMS— Continued 



N. S. D. — National Standard 

Dispensatory 
Nur. — Nursery 
Nur. or N. — Nurseryman 
Ord— Order 
Orig. — Origin 

Pom. — Pomology, American 

Pomological Society 
Pr. 1— Price list 

Prop. — Propagated, Propagation 

Ref. — Reference, Refer 

R.— Retail 

R. Gr. — Rose grower 

Sci. — Scientific, Science 



Sdm. (S) — Seedsman 

Soc. — Society 

Spg.— Spring 

Sum. — Summer 

Syn. — Synonym 

True — True to name 

U. S. P.— United States Pharma- 

copoea 
V. G. — Very good 
W.— Wholesale 
W. FL— Wholesale florist 
Wint.— Winter 
FF.— Worthless 
Yr.— Year 



D. Plant and Descriptive Terms 



Alp. — Alpine 

Ann. — i\nnual 

Arb. — Arboretum 

B & B.— Ball and Burlap 

Ber. — Berries 

Bi. — Biennial 

Bog. — Bog plant 

Br. — Branched 

Brd.— Broad 

Bud.— Budded 

Buds. — Budded plants 

Bib.— Bulb 

Bsh.— Bush 

Bshy. — Bushy 

Cac. — Cactus 

Clpr. — Caliper, Calipering 

Cns. — Canes 

Chf.— Chaff 

Cio. — Cions 

Cln. — Clean 

Clg. — Climbing 

Clip. — Clipped 

CI.— Clumps 

CF.— Coldframe 

Col. — Collected, Collection 

Conf. — Conifers 

Cor. — Corolla 

C. Stor.— Cold Storage 

Cult. — Cultivated, Cultivation 

Cut. — Cuttings 

Cufl. — Cutleaved 

Cutl. Wpg. — Cutleaved weeping 

Dec. — Deciduous 



Dia. — Diameter 
Div. — Division 
Dorm. — Dormant 
DbL— Double 
Db. — Dried berries 
Dv/f.— Dwarf 
Ey. — Early 
Evgr. — Evergreens 
Ev. Fig. Shr. — Evergreen Flow- 
ing Shrubs 
Ext. — Extra strong (see rule) 
Fam. — Family 

F. Gr. — Field Grown 
Fr. — Frames 

Ft.— Feet 
A 1. — First grade 
Fir. — Flow^er 
Flwd. — Flowered 
Fol. — Foliage 
Fru. — Fruit 
Gnr. — Genera 
Gen. — Genus 
Gft.— Grafted 

G. H. — Greenhouse 
Gro. — Grown, Grower 
Hab.— Habitat 

H. Clg.— H^ilf climbing 
Hh.— Half hardy 
Hstd. — Half standard 
Hwd. — Hard wood 
H.— Hardy 

Hvy. — Heavy 
Hrb. — Herbaceous 



108 



THE SMALL NURSERY 



PLANT TERMS— Continued 



Ht.— Height, High 
Hort. — Horticulture, Horticul- 
tural 
Htb.— Hotbed 
Hyb.— Hybrid 
In. or (") — Inches 
Inset. — Insectivorous 
Lf.— Leaf 
Lft. — Leaflet 
Lfts. — Leaflets 
Lvd. — Leaved 
Lvs. — Leaves 
L. G. — Light grade 
Lg. O. — Lining out 
Max. — Maximum 
Mdc. — Medicinal 
Med. — Medium 
Min. — Minimum 
Mxd.— Mixed 
Mor. — Moraine 
Mtn. — Mountain 
Nh.— Not hardy 
N. Gr. — Nursery-grown 
O. R. — On own roots 
0pp. — Opposite 
Ore. — Orchid 
Ord.— Order 
Pend. — Pendula 
Per. — Perennial 
Pit.— Plant 
Pods — Seeds in Pods 



Pois. — Poisonous 

Pol.— Pollarded 

P. Gr.— Pot-^ rown 

Pyr. — Pyramids 

Rky. — Rockery 

Rt.— Root 

S. — Seed, Seedling 

Sdl.— Seedlings (not Tr.) 

Shrd. — Sheared 

Shr. — Shrubs 

Sgl. — Single 

Sp. — Species 

Spee. — Specimen 

Sprd. — Spread* 

Std.— Standard 

Stm. — Stem 

Strt.— Stratified 

Stg. — Strong 

Sym. — Symmetrical 

Tpw. — Top-worked 

Tr. — Transplanted 

T. — Trees, Time 

Tub. — Tubers 

Var. — Varieties, Variegated 

Veg. — Vegetable, Vegetation 

Wat.— W'ater 

Wpg. — Weeping 

Wh. — Whip (not branched) 

X. — Heavy (grade) 

XX. — Very heavy 

XXX. — Very heavy specimens 



E. Color Abbreviations 



Bla Black 

Blu Blue 

Bm Brown 

Card Cardinal 

Carm Carmine 

Cit Citron 

Coir Color 

Cre Cream 

Cri Crimson 

Gra Gray 

Gre Green 

Lav Lavender 

Lem Lemon 

Lil Lilac 

Mag Magenta 



Mar Maroon 

Mau Mauve 

Gra Orange 

Pnk Pink 

Pur Purple 

Red Red 

Ros Rose 

Sal Salmon 

Scar Scarlet 

Sul. Sulphur 

U-Mar Ultramarine 

Ver Vermilion 

Vio Violet 

Whi White 

Yel Yellow 



PLANT NAME ABBREVIATIONS 



109 



8. Plant Group Names with Abbreviations 

Standard grouping and abbreviations adopted by 
xAmerican Joint Committee on Horticultural Nomencla- 
clature in ''Official Catalog of Standardized Plant Names/' 
1923 Edition, to be used with Special Groups of Trees an 
Plants. The A. A. N. hereby adopts these standards. 
// 7nust be observed that many of these terms are useful only 
in conjunction with relevant context. 



AZALEA: 

Alb. — Albicans (occidentalis x 

mollis and other species.) 
Am. — Amcena 

Gand. — Gandavensis (hybrids 
of pontica, lutea, and other 
species) 

Ind. — Indian Azalea of com- 
merce, apparently not de- 
rived from A. indica, but 
mostly from A. simsi 

Kur. — Kurume (sub-group of 
obtusa) 

Led. — Ledifolia 

Mix. — A group of double- 
flowered Azaleas, hybrids 
between Ghent Azalea and 
A. mollis and A. japonica, 
known in the trade as 
A. rustica florepleno and 
designated in the Arnold 
Arboretum Monograph as 
Rhododendron mixtum 

Mol. — Mollis (this group con- 
sists of derivatives of A. 
mollis, A. japonica, and 
hybrids of these species) 

Obt.— Obtusa 

Pho. — Phoenicea 

San. — Sander (form of simu 
and obtusa) 

CHRYSANTHEMUM : 

An. — Anemone 
Ast. — Aster 
But.— Button 
DeCi. — Decorative 
Hairy — Hairy 
Inc. — Incurved 
Jap. — Japanese 



Jap. An. — ^Japanese Anemone 
Jap. Inc. — Japanese Incurved 
Lrg. An. — Large Anemone 
Lrg. Fl. — Large Flowered 
Lrg. Sin. — Large Single 
Pom. — Pompon 
Pom. An. — Pompon Anemone 
Ref.— Reflexed 
Sin. — Single 

Sm. Fl. — Small Flowered 
Sm. Sin. — Small Single 

DAHLIA: 

An. FL— Anemone Flowered 
Cac. — Cactus 
Cel.- Collarette 
D ec. — Decorative 
Dup. — Duplex 
Dw. — Dwarf 
HC— Hybrid Cactus 
HPFL.— Hybrid Peony Flow- 
ered 
Pom. — Pompon 
PF. — Peony Flowered 
Sin. — Single 
Sh.— Show 

FRUIT: 

CHERRY, Prunus: 
S. — Sour 
Sw. — Sweet 
D.— Duke 

CHESTNUT, Castanea: 
Jap. — Japanese 
Jap-N. — Japanese-native 
EN. — European-native 
CN. — ^Chinkapin-nativeChest- 
nut hybrid 



110 



THE SMALL NURSERY 



CURRANT, Ribes: 
Red— Red 
BL— Black 
Wh.— White 

FILBERT, Corylus: 

Eliminate abbreviations 
GOOSEBERRY, Ribes: 
Am. — American 
Eng. — English 

GRAPE, Vitis: 
Vin. — Vinifera 
Mus. — M uscadine 

ORANGE: 

Tang. — Tangerine, Mandarin 

or "kid glove" type 
Sat. — Satsuma type 

PERSIMMON, Diospyros: 
Am. — American 
Jap.— Japanese 

PLUM, Prunus: 

Am. — American 

Eu. — European 

Jap. — Japanese 

Jap.N. — Hybrid between na- 
tive and Japanese 

HH.— Hardy hybrid. Hy- 
brid between native forms 
of Prunus or others de- 
veloped especially to gain 
extreme hardiness 

MH. — Hybrids of mixed par- 
entage 

Pr. — Prune 

RASPBERRY, Rubus: 

Red— Red 
BL— Black 
Pur. — Purple 

WALNUT, Juglans: 

BL— Black 

Jap.— Japan 

Per. — Persian (English) 

GLADIOLUS: 

Prim. — Primulinus varieties 



IRIS: 

Cal. — California 
DB.— D^yarf Bearded 
Dut. — Xiphium hybridum 

(Dutch) 
Eng. — Xiphioides (English) 
Ev. — Evansia 
Hex. — Hexagona 
IB. — Intermediate Bearded 
Jap. — Kaempferi 
Jun. — Juno 
Laev. — Laevigata 
Long. — Longipetala 
MB. — Miscellaneous Bearded 
One. — Oncocyclus 
RC. — -Regelio-cyclus 
Reg. — Regelia 
Ret. — Reticulata 
Sib. — Sibirica 
Span. — Xiphium (Spanish) 
Spur. — Spuria 
TB.— Tall Bearded 
Ver. — Versicolor 

PHLOX: 

Dnmi. — Drummondi 

Sub. — Subulata 

Suf. — Glaberrima suffruticosa 

RHODODENDRON: 
Arb. — Arboreum 
Cat. — Catawbiense 
Cauc. — Caucasicum 
Jav. — Javanese 
Max. — Maximum 
Pont. — Ponticum 
Prae. — Praecox 

ROSES: 

AB. — Austrian Briar 
Alp. — Alpine 
Ayr. — Ayrshire 
BC. — Bourbon-China 
Ben. — Bengal 
Bour. — Bourbon 
Brae. — Bracteata 
CI. Ben. — Climbing Bengal 
CI. Bour. — Climbing Bourbon 
Cl.HP.— Climbing Hybrid Per- 
petual 



PLANT NAME ABBREVIATIONS 



111 



ROSES— Continued 
Cl.HT.— Climbing Hybrid Tea 
CI. M. — Climbing Moss 
CI. Nois. — Climbing Noisette 
CI. T.— Climbing Tea 
D. Pol.— Dwarf Polyantha 
HG. — Hybrid Gigantea 
H.Mac. — Hybrid Macrocarpa 
H. Mos. — Hybrid Moschata 
HP.— Hybrid Perpetual 
H. Pol —Hybrid Polvantha 
H. Pol-Ayr.— Hybrid Polyan- 

tha-Ayrshire 
H. Pol-Rug.— Hybrid Poly- 

antha-Rugosa 



H. Rug. — Hybrid Rugosa 
H. SB.— Hybrid Sweetbriar 
HT.— Hybrid Tea 
HW. — Hybrid Wichuraiana 
M. — Moss 
Mult.— Mult iflora 
Nois. — Noisette 
Per. — Pernetiana 
Per-HT.— Pernetiana-Hybrid 
Tea 

Prov. — Provence 
Semp. — Sempervirens 
Set. — Setigera 

Spin. — Spinosissima (Scotch) 
T.— Tea 



9. Business Ethics: Unfair Competition, 
Bribery and Graft 

Graft giving and receiving exist in the nursery business 
just as they do in most, if not all, other businesses. Many 
States have drastic legislation against it, and in some the 
giving or taking of a bribe is a felony. The nature of 
the felony is such, however, that it has been extremely 
difficult to secure convictions, both parties to the transaction 
being equally guilty, 

A new law, prepared by the Commercial Standards 
Council, which grants immunity to the party giving evi- 
dence, has recently been passed by New Jersey, making 
it now possible to secure convictions. This same law has 
been filed with the Legislatures of seven States and it 
is hoped will be adopted in substantial uniformity by 
these and all other States in the near future. 

The giving of gratuities to employees is done to induce 
them to buy or overbuy or accept inferior products, etc., 
and is perhaps the most dishonest and contemptible form 
of unfair competition. The honest retail nurseryman and 
seedsman is most seriously handicapped by his unfair com- 
petitor, and it is quite time a higher standard of honesty 
should be compelled by nurserymen as an organization. 

There are many kinds of unfair competition practiced, 
as in advertising, descriptions, etc., and we believe the 
time has come for nurserymen to take a definite stand on 
this subject. 



112 



THE SMALL NURSERY 



On June 1, 1922, H. R. 10159, "A Bill to further pro- 
tect interstate and foreign commerce against bribery and 
other corrupt trade practices," was passed unanimously 
by the House of Representatives, but died in the Senate 
for lack of time. The evidence submitted by the pro- 
ponents of this bill is a terrible indictment of business 
practices in America. It is to be reintroduced at the next 
session of Congress. 

This Bill is being backed by the Unfair Competition 
Bureau of the Paint and Varnish Industries and the Com- 
mercial Standards Council with which the American Asso- 
ciation of Nurserymen is cooperating, and its passage is 
being urged by over two hundred leading national business 
organizations, including advertising, paper and pulp, 
ship, service, surgical, furniture, insecticide, leather belt- 
ing, music, paint, roofing, hardwood lumber, wholesale 
grocery, textile, machinery, and many other leading in- 
dustries in America. 

By-Law Against Commercial Bribery 

The American Association Nurserymen adopts the following By-Law : 

Any member of this Association who shall be found guilty of 
secretly giving or offering commissions, fees, emoluments either in 
money or in other goods to gardeners of private estates, superin- 
tendents of parks or cemeteries or any other agent or purchasing 
agent as an inducement to buy or as a reward for buying goods 
from said member, shall be expelled from membership in this Asso- 
ciation. 

It shall be the duty of every member to report any and all such 
cases that may come to his notice to the Vigilance Committee. 
The Vigilance Committee shall receive and investigate all such 
information and submit their evidence to the Executive Committee. 
If the Executive Committee finds probable guilt it shall summon 
the reported member to appear before the Executive Committee 
and defend himself against the charges as shall be preferred against 
him. The Executive Committee shall hear the case and shall have 
power to render a verdict which shall be considered as final. 

All verdicts of guilty shall be followed by expulsion of the con- 
victed member, and the Executive Committee shall report its 
evidence to the proper authorities for prosecution in the proper 
courts of law. 

It shall further be the duty of the President and Executive Com- 
mittee to extend all possible aid in such prosecution by entering 
formal complaint in the name of this Association by the employ- 
ment of legal counsel, or in such other manner as shall best secure 
conviction in the courts of law. 



TRADE RELATIONS 



113 



10. Trade Relations Agreement Between 
American Association of Nurserymen and 
American Society of Landscape Architects 

The following agreement on Trade Relations between 
the American Association of Nurserymen and the Amer- 
ican Society of Landscape Architects through their re- 
spective committees on Trade Relations is hereby ratified: 

Obligations Which are Normally Implied by the Placing and Acceptance 
of ayi Order for Nursery Stocky in the Absence of Specific Stipulations 
to Some Other Effect 

A. On the part of the Nurserymen. 

1. That the stock shipped shall be true to name. (The Stand- 
ard names are those published in Standardized Plant Names, 1923 
Edition of the American Joint Committee on Horticultural Nomen- 
clature. The Plants corresponding to these names are to a large 
extent those described in Bailey's Cyclopedia, as per references 
in the Standardized Plant Names.) 

2. That the stock shipped shall be of the size and quality repre- 
sented by the nurseryman, of standards complying with those in 
"Horticultural Standards." 

3. That all reasonable care and skill shall be exercised in digging, 
handling and packing the stock, having due regard to the species, 
size and character of the plants, to the climatic conditions at the 
time and place of the digging, of transit and of delivery, and to the 
normal time consumed in transit and method of handling in transit 
by the transportation agencies selected, and that all precautions 
which are customary in good trade practice shall be taken to ensure 
that the plants will arrive in good condition for successful growth 
unless culpably delayed or mishandled while in charge of the trans- 
portation agencies. 

4. That notice of shipment is to be sent in due season to the 
person placing order and to consignee, stating time and method 
of shipment, number and kind of containers (boxes, bundles, car- 
loads, etc.), name of transportation agency, name and address of 
consignee, and whether transportation charges are prepaid or collect. 

B. Upon the part of the person placing the order, or of others 

acting upon his instructions. 

1. That arrangements shall be made for the prompt receipt of 
the consignment upon notice from the transportation agency that 
it is ready for delivery at point of destination. - 

2. That if at the time of delivery there is evidence of damage 
during transit, or if there has been serious delay in delivery, the 
way-bills shall be signed "under protest." 

3. That a notice of the receipt of stock shall be sent to the shipper 
within two days of their receipt from the transportation agency, 



114 



THE SMALL NURSERY 



stating whether way-bill was signed "under protest" and whether 
goods have been unpacked and inspected; and that failure to send 
such notice within two days of the receipt of the stock shall be 
prima facie evidence of its acceptance. 

4. That all reasonable care, skill and despatch shall be used in 
the unpacking and inspection of the stock. 

5. That if the stock shall appear, at the time of inspection on 
delivery, to be defective from any cause other than the fault of 
the transportation agency, a complaint to that effect shall be sent 
to the shipper, either with the notice of receipt of goods specified 
under Xo. 3 above, or within one week thereafter. Said complaint 
should specify explicitly the nature of the defect or defects. 

6. That in case a complaint of defective stock is thus made to 
the nurseryman, the stock in question shall be heeled in or other- 
wise properly protected from deterioration, and shall not be de- 
stroyed or otherwise disposed of until the nurseryman shall have 
had reasonable time to state whether he wishes to have the stock 
jointly inspected or what action he proposes to take concerning 
the complaint. 

7. That if the stock shall appear at the time of inspection upon 
delivery to be defective, partly or wholly because of delay or mis- 
handling while in transit, the consignee or the person placing the 
order shall be responsible for making the proper claim upon the 
transportation agency, the shipper being under obligation to assist 
by furnishing any information needful in establishing the claim 
against the transportation agency. 

C. Payments. 

In the absence of special agreements to some other effect, pay- 
ments for nursery stock are expected to be made within 30 days 
after delivery both of consignment and bill for same. 

1. The practice of many landscape architects of withholding 
nurserymen's bills from recommendation for payment until they 
have verified the bills from several different nurserymen for all 
plants shipped on their orders to a given client throughout a whole 
planting season, when taken in connection with the fact that the 
clients often delay payment after receiving the bills with the land- 
scape architect's recommendation for payment, sometimes works 
serious financial hardship on the nurserymen and ought to be kept 
within close limits. Where the bills from individual nurserymen 
are small it may be reasonable to hold some of them as long as 
thirty days for the sake of sending in a group of bills at one time 
to a client for the latter's convenience; but in no case is it good 
practice to hold any bill in this manner for more than a month 
after the receipt of goods and bill. 

2. Landscape architects ordering plants from nurserymen for 
clients are recommended by the American Society of Landscape 
Architects to follow the practice (unless negotiations are pending 
with the nurseryman with regard to a counter claim) of issuing 
as soon as practicable and in any case within 60 days after the 
receipt of both bill and goods from the nurseryman, a certificate of 



NURSERYMEN AND LANDSCAPE ARCHITECTS 115 



payment due, as in the case of certificates of payment due contrac- 
tors, sending copies both to the client and to the nurseryman. In 
any case, the landscape architect should notify the nurseryman 
promptly by some means, as soon as he has verified the bill and 
recommended the client to make payment. In the opinion of the 
American Society of Landscape Architects, there is no reason why 
the nurseryman, after the receipt of such notice and after informing 
the landscape architect of his intention and giving opportunity 
for reply in case there is special ground for objection, should not 
address himself directly to the client with regard to payment of 
the account. Furthermore, if the landscape architect should delay 
sending such notice to the nurseryman for more than sixty days 
after the receipt of both bill and stock from the nurseryman (unless 
in the interval he shall have requested the nurseryman to agree 
to an adjustment of the bill on account of error in the bill or defect 
in the shipment) the American Society of Landscape Architects 
recognizes that the nurseryman may properly notify the client 
direct, after notifying the landscape architect of his intention and 
giving reasonable time for reply, that the bill has been sent the 
landscape architect for verification and that pa^v'ment is overdue. 

3. For the protection both of the Landscape Architect and the 
nurseryman, from possible misunderstanding on the part of the 
client, the American Society of Landscape Architects recognizes 
it is entirely proper that a nurseryman, when accepting a large 
order from a Landscape Architect on account of a client, should 
send a copy of the acceptance direct to the client so as to put the 
latter on notice. 

11. Duties of Committee on StandapvDIza- 
Tiox OF Trade Practice 

It shall be the duty of the Committee on Standardiza- 
tion to consider all foregoing matters in this report to the 
end of revising and perfecting them; and further to in- 
vestigate and submit to this Association reports and 
recommendations on the following matters, excepting 
those which may be specifically assigned to other standing 
or special committees: 

1. Further Rules and Agreements for the Stand- 
ardizing of Nursery Trade Practice; consider and define 
controversial matters and methods of adjudication where 
possible; replacement of stock and liability of nurseryman 
to customer for stock delivered untrue to name, or for any 
other cause; publication of legal precedents; arbitration 
procedure, etc. 



116 



THE SMALL NURSERY 



2. Uniform Commercial Bribery Legislation; 
Work for the introduction and passage of adequate uni- 
form State laws against Commercial Bribery in any form 
and particularly as it relates to the nursery business; and 
for similar adequate Federal legislation. 

3. The adoption of a Code for Naming of horti- 
cultural varieties for guidance of nurserymen, plant breed- 
ers and others introducing plants. 

4. A Code of Rules and Procedure for the Regis- 
tration of names of new horticultural varieties. 

5. Formation of an ''American Horticultural 
Council'' or ''American Horticultural Chamber of 
Commerce'' with representatives from all horticultural 
interests, amateur and professional, to consider horticul- 
tural practice along the above lines with suitable sub- 
committees. Such a National Council or Chamber should 
represent all xA^merican horticultural interests col- 
lectively in matters of legislation, transportation, etc. 

{Note: One of the greatest difficulties in carrying out uniform trade 
practice in the horticultural world is the fact that different horticultural 
groups^ such as nurserymen^ florists^ seedsmen^ market gardejiers^ fruit 
growers^ landscape architects^ horticultural writers^ plant breeders^ private 
gardeners y park officials and many others ^ have been working thought- 
lessly or selfishly along their own particular lines^ and mutual interests 
even when comprehended have been ignored.) 

6. Standard Rules for Grading Roses, Bulbs and 
Seeds. 

7. Packing, Shipping and Material Standards 
with Rules and Decisions. 

8. Metric or Decimal System of Measurements 
as applicable to the Nursery Industry and in horticultural 
practice. 

9. A National Botanic Garden or Gardens that 
will adequately represent the great and rapidly increasing 
horticultural interests of this country. 

10. The establishment of National or other 
Experiment Gardens, Arboretums, Botanic Gardens 
and Herbariums, where complete collections of all plants 
in American horticulture will be represented by living or 
botanical specimens or both; to the end that authentic 



STANDARDIZATION COMMITTEE DUTIES 117 



and exact identity of plant material may be made pos- 
sible at all times. 

11. Standard Interstate Inspection and Quar- 
antine Regulations and more uniform State laws. 

12. xAbbreviations of Plant Names, to be based on 
the Standardized Plant Names, 1923, published by the 
American Joint Committee on Horticultural Nomen- 
clature. 

13. Patent, Copyright or other effective National 
legislation for the fair and just protection of producers 
or introducers of new plant material, similar in intent and 
effect to present patent and copyright laws on inventions 
in other fields of endeavor. Horticultural piracy is and 
always' has been one of the greatest deterrents to horti- 
cultural progress. 

14. A Code of Ethics and Business Rules for 
Trade Relations between nurserymen. This should be 
arranged under specific paragraphs and include all obli- 
gations which are normally implied in the placing or ac- 
ceptance of orders for nursery stock or other material, 
in the absence of specific stipulations to some other effect. 

Standard ''terms of payment," acceptance or refusal 
of shipments, responsibility for damages of whatever 
nature, responsibility and penalties for incorrect naming 
or undergrade or diseased stock, arbitration of differences, 
etc., are all items of the first importance that should be 
covered. 

12. Nurserymen's Telegraph Code^ 1923 

adopted and published by the 

American x'^ssociation of Nurserymen^ Inc. 
instructions 

In order to prevent mistakes by telegraph, operators, it is best 
in writing messages to begin each cipher-word with a capital letter, 
and to leave a little space between each two words. 

AVhen it is desired to write part of a message in ordinary language, 
and there is fear of its being misunderstood, begin that part of the 
message which it is desired should be read literally with the cipher- 
word "Crocus," 



118 



THE SMALL NURSERY 



Where periods are necessary to keep the meaning clear, use the 
word "Stop." 

Words to fill blanks in sentences must be placed in the order in 
which they should be read, immediately following the code-word for 
that sentence. 

In telegraphing orders, it is to be understood that the terms of 
payment and other conditions, recited in the price list from which 
the order is made, are to be considered a part of the contract, unless 
stipulations are made to the contrary. 



Members of the A, A, N, can secure additional copies of this 
Telegraph Code printed as ^'separates" by ordering from the Secretary 
of the Association at 10 cents each, $2,00 per 100, $10.00 per 1000. These 
codes may be distributed by members to their customers and correspondents 
either free or otherwise as they deem best. 



NUMERALS. 

To be used in giving the number of trees and plants. See ''Dol- 
lars and Cents" for quotation of prices. 

When it is desired to use the word each in connection with the 
numerals, add the syllable ing to the cipher-word. 



Abate 1 

Abhor. 2 

Abide 3 

Abjure 4 

Abolish 5 

Abound 6 

Abrade 7 

Abridge 8 

Abstract 9 

Absent 10 

Absolve 11 

Absorb 12 

Abstain 13 

Abuse 14 

Abut 15 

Accede 16 

Accord 17 

Acclaim 18 

Accent 19 

Accost 20 

Accrue 21 

Accuse 25 

Acquire 30 



Acquit 35 

Addle 40 

Address 45 

Adduce 50 

Adhere 55 

Adjourn 60 

Adjust 65 

Admire 70 

Admit 75 

Admonish. ... 80 

Adopt 85 

Adore 90 

Affect 100 

Affirm 110 

Affm. 120 

Afflict 125 

Afford 130 

Affront 135 

Agree 140 

Alarm 150 

Allay 175 

Allege 200 

Alleviate. ...250 



Allot 300 

AUow 350 

Allude. 400 

Amass 450 

Amble 500 

Ambush .... 550 

Amuse 600 

Animate. . . .650 

Annex 700 

Annoy 750 

Annoint 800 

Annul 850 

Appal.. 900 

Appear 950 

Append... .1,000 
Applaud.. .1,250 
Appoint. . . 1,500 

Arch 1,750 

Argue 2,000 

Arouse.. . .2,500 

Arrest 3,000 

Aspire 3,500 

Assail 4,000 



Assault.... 4,500 

Assay 5,000 

Assert 6,000 

Astonish... 6,500 

Attain 7,000 

Attend 7,500 

Attempt. ..8,000 

Attest 8,500 

Attone. . . .9,000 

Audit 9,500 

Avail 10,000 

Avenge.. ..12,500 
Avert. ...15,000 
Avoid... .17,500 

Avow 20,000 

Award. . .25,000 
Auger.. . .30,000 
Averse... 35,000 
Average.. 40,000 
Avouch.... 45,000 
Awake. . .50,000 
Authorize 75,000 
AugmentlOO,000 



NURSERYMEN^S TELEGRAPH CODE 119 



DOLLARS AND CENTS. 



Each Cts. 

Babe 

Baboon Yi 

Babyish % 

Bachelor 1 

Back IK 

Bacon 2 

Baden 

Badge 3 

Baffle 

Baggage 4 

BaiHff 43/^ 

Balance 5 

Balcony 5J^ 

Per 100 

Beacon S.50 

Bearer.. .... .60 

Beauty 75 

Beautiful. . . 1.00 
Beautify... .1.25 

Beaver 1.50 

Becalm 1.75 

Bedew 2.00 

Bedlam 2.50 

Beetle 3.00 

Beeves 3.50 

Befit 4.00 

Beggar 4.50 

Behave 5.00 

Per 1000 

Blacking... .$.50 

Blemish 60 

Blighted 75 

Blister 1.00 

Blocking.. . . 1.25 
Blockade... 1.50 

Blonde 1.75 

Blossom.. . .2.00 
Blossoming 2.50 

Bloody 2.75 

Bloodless.. .3.00 

Blotter 3.50 

Blotting.. . .4.00 
Blowing. . . .4.50 

Bluish 5.00 

Blunder 5.50 

Blunted 6.00 

Blunlly 6.50 

Blushing. . .7.00 
Bluster 7.50 



Each Cts. 

Ballad 6 

Balsam 6K 

Bahn 7 

Bamboo 73^ 

Bandage 8 

Bandy 83^ 

Bandit 9 

Bangor 93^ 

Banish 10 

Banner. . . .10^ 

Bannock 11 

Banjo 113^ 

Bankrupt 12 

Per 100 

Behaviour $5.50 

Began 6.00 

Beget 6.50 

Behalf 7.00 

Behead 7.50 

Behest 8.00 

Behind 8.50 

Behold 9.00 

Behoof 9.50 

Belay 10.00 

Belfry 11.00 

Bellbird... 11.50 
Belong... .12.00 

Per 1000 

Boarder. . . $8.00 
Boarding. . .8.50 
Boating. . . .9.00 

Bobtail 9.50 

Bodkin.. . .10.00 
Bombard.. .11.00 
Bombast. .11.50 
Bondage... 12.00 
Borjiet. . .12.50 

Booty 13.50 

Borax 14.00 

Border. . . . 15.00 
Botany. . . . 16.00 
Bottom... .17.00 

Bower 18.00 

Bourbon.... 19.00 
Boyish. . . .20.00 
Bracelet.. .22.00 
Bracket. . .25.00 
Brady 30.00 



Each Cts. 

Bantum.. . .123/^ 

Banter 13 

Bantling 14 

Banquet 15 

Baptist 16 

Baptistry 17 

Barbary 18 

Barbarous 19 

Baronet 20 

Barnacle 25 

Barrack 30 

Barrow 35 

Barter 40 

Per 100 

Beloved.. .$12.50 



13.50 
14.00 
15.00 
16.00 
17.00 



Bemoan. 
Benefit.. 
Benign. . 
Benison. 
Bequest. 

Berlin 17.50 

Beset 18.00 

Beseem. . . 20.00 
Besmear. .22.00 
Besmoke.. .25.00 

Bestir 30.00 

Betray. .. .35.00 

Per 1000 

Brassy. . .$35.00 

Brevet 40.00 

Bribery... .45.00 
Brickyard.. 50.00 
Brigade. . .55.00 
Brigand. . .60.00 
Brighton... 65.00 
Brightly... 70.00 

Briton 75.00 

Briskly.. . .80.00 
Brittle... 
Brought. 
Brocade. 
Broiling. 
Broken.. 
Brother . 
Bruiser.., 
Brutal.. . 
Brutish.., 
Bucket. . 



. .85.00 
. . 90.00 
. .95.00 
. 100.00 
. 110.t)0 
.115.00 
.120.00 
125.00 
.130.00 
.135.00 



Each Cts. 

Bashful 45 

Basin 50 

Basilisk 55 

Basket 60 

Bastion 65 

Bather 70 

Bathing 75 

Battle 80 

Battery 85 

Bauble 90 

Bawdy 95 

Bawling 100 

Per 100 

Bevel.. . .$40.00 
Bewail.. . .45.00 
Beyond... .50.00 
Bigamy... .55.00 
Bigotry... .60.00 

Billet 65.00 

Billiard.... 70.00 
Binding. . .75.00 

Biped 80.00 

Bishop.. . .85.00 

Bitter 90.00 

Blabber. . .95.00 
Blanket. . 100.00 

Per 1000 

Buffalo.. $140.00 
Buffer.... 145.00 
Buffoon. .150.00 
Bugbear . 160.00 
Buggy.... 170.00 
Bugle... .175.00 
Bmlder.. 180.00 
Bulbous. . 190.00 
BuUion.. .200.00 
Bulwark . 225.00 
Bumper. .250.00 
Bundle.. .275.00 
Bunker... .300.00 
Burden.... 325.00 
Burglar... 350.00 
Burner.. .375.00 
Burning... 400.00 
Bursting .450.00 
Butcher. .500.00 



120 



THE SMALL NURSERY 



DATE. 



Ultimo 
(Last month) 

Chick 

Chicken 

Chief 

Chieftain 

Child 

Childish 

Childhood 

Childless 

Childlike 

Children 

Chilliness. . . . 

Chilly 

Chime 

Chimney 

Chinese 

China 

Chip 

Chipping 

Chisel 

Chivalric 

Chives 

Chivalrous. . . 

Chivalry 

Chock 

Chocker 

Chocolate. . . . 

Choice 

Cholera 

Chop 

Chloral 

Chorus 



Proximo 

(Next month) 

Christian 

Christmas 

Chronic 

Chronicle 

Chub 

Chuckle 

Churn 

Church 

Churchman.. . . 

Churl 

Churlish 

Cider 

Cigar 

Cimetar 

Cimolite 

Cinders 

Cinnamon 

Cinnabar 

Circle 

Circuit 

Circulating. . . . 

Circular 

Circulate 

Circulation. . . . 
Circumfiect.. . . 
Circumcise. . . . 
Circumference. 
Circumvent.. . . 

Circus 

Cistern 

Citadel 



Instant 

(This month) 

Citizens 

Citrate 

Citron 

City 

Civic 

Civilian 

Civility 

Clack 

Clad 

Claims 

Claimant 

Clamber 

Clamorous. . . 

Clamor 

Clamp 

Clandestine. , 

Clannish 

Clank 

Clanship 

Clapper . . 

Claptrap 

Claret 

Clark 

Clarify 

Clarifier 

Clarion 

Claritude 

Clarionet 

Clash 

Clashing 

Classic 



..1st 
. ..2d 
. ..3d 
. .4th 
. .5th 
. .6th 
. .7th 
..8th 
. .9th 
.10th 
.11th 
.12th 
.13th 
.14th 
.15th 
.16th 
.17th 
.18th 
.19th 
.20th 
.21st 
. .22d 
. .23d 
.24th 
.25th 
.26th 
.27th 
.28th 
.29th 
.30th 
.31st 



Classical Monday 

Classmate.. . Tuesday 



Clement January 

Clergy February 

Clerk March 

Clerkship April 



DAYS OF THE WEEK. 
Clatter. . . Wednesday 

Clause Thursday 

Clay Friday 

MONTHS. 

Cliff May 

Clinton June 

Climate July 

Climax Auo:ust 



Claymore.... Saturday 
Cleanse Sunday 



Climb September 

Clinch October 

Cling November 

Clock December 



TIME OF DAY— A. M. 



Carmine.. . .6:00 

Cars 0:30 

Cartoon. . . .7:00 

Cask 8:00 

Castor S:.30 



Cat 8:45 

Catarrh. . . .9:00 

Catch 9:15 

Catching. . .9:30 
Catcher. . . .9:45 



Cathedral. 10:00 

Cattle 10:15 

Cause 10:30 

Cave 10:45 

Cedar 11:00 



Central... .11:15 
Century.. .11:30 
Ceremony 11:45 
Certify. . . .12M. 



NURSERYMEN'S TELEGRAPH CODE 121 



TIME OF DAY— P. M. 



Cerus 

Cessation . 
Cesspool. . 

Chaff 

Chagrin. . . 

Chain 

Chalice.. . . 

Chalk 

Challenge. 



12:15 
12:30 
12:45 
.1:00 
.1:15 
.1:30 
.1:45 
.2:00 
.2:15 



Chamber.. .2:30 

Champ 2:45 

Champion. .3:00 

Chance 3:15 

Chancery.. .3:30 
Chandelier . 3 :45 

Chaos 4:00 

Chaotic. . . .4:15 
Chapel 4:30 



Chaplain. . .4:45 
Chaplet. . . .5:00 
Chapter. . . .5:15 
Character. .5:30 
Charcoal. . .5:45 

Chariot 6:00 

Charity 6:15 

Charm 6:30 

Chase 6:45 



Chastity.. . .7:00 

Check 7:15 

Chemist.. . .7:30 

Cherry 7:45 

Cherub 8:00 

Cherubim. .9:00 

Chest 10:00 

Chestnut... 11:00 



EXAMPLE. 

An example is given below of a very simple and effective arrange- 
ment for the use of the Code by nurserymen in their price lists. 
To avoid confusion, it is suggested that the cipher words used in 
price lists should have initials different from those used in the Code. 
Cipher words used in price lists should begin with the letter F 
and succeeding letters of the alphabet. 



Per 
10 



Per 
100 



Per 
1000 



Apples, 

Standard, H to 1 in. 5 ft. and up Pace $6.00 $50.00 $430.00 

3^ to tt, 4 ft. and up Pacific 5.00 40.00 360.00 

Pears, 

Standard, and up, 5 ft. and up. .Packed 

3^ to tt, 4 ft. and up Packer 

Atoi^, 33^ft. andup. ..Packet 



8.50 
7.50 

6.00 



75.00 
65.00 
50.00 



VARIETIES AND GRADES. 

In naming varieties having compound names, it is usually unnec- 
essary to give more than the prominent word. For example: 
Flemish for Flemish Beauty, Richmond for Early Richmond. 



Closet — Your selection of vari- 
eties. 

Cloth — Your selection best lead- 
ing varieties. 

Cloud — Your selection best 5 
leading varieties. 

Clover — Your selection best 10 
leading varieties. 

Clown — Your selection best 15 
leading varieties. 

Clubs — Your selection best 20 
leading varieties. 

Clump — Substitute varieties, if 
necessary. 

Cluster — No substitution al- 
lowed. 

Coals — Substitute grades, if nec- 
essary. 

Coasting — Substitute grades and 
varieties, if necessary. 



Coaster — Xo substitution of 

goods allowed. 
Coax — Substitute the next higher 

grade, if necessary. 
Colorless — Substitute the next 

lower grade, if necessary. 
Collation — Order should read 



Cold — We cannot supply the 
grade ordered. May we sub- 
stitute the next higher grade ? 

Coldly — We cannot supply the 
grade ordered. May we sub- 
stitute the next lower grade ? 

Color — We can supply only 

grade Shall we make 

the substitution ? 

Colorable — Substitute 
suggest. 



as you 



122 



THE SMALL NURSERY 



VARIETIES AND GRADES— Continued 



College — We can fill your order, 
except We can sub- 
stitute Shall we make 

this change ? 

Collects — We cannot supply 
We can substitute 



Will this be satis- 
factory ? 

Collide — Change order to read 
as you suggest. 

Collision — You fail to name the 
grades. Please advise. 



SHIPPING 
Colabor — Ship at once by parcel 
post. 

Collateral — Ship at once by 
truck. 

Colts — Ship at once by freight. 
Collapse — Ship at once by ex- 
press. 

Colic — Ship at once by freight 
C. O. D. 

Coltish — Ship at once by express 
C. O. D. 

Colony — Ship by freight as soon 

as weather will admit. 
Comb — Ship by freight on the 



Combats — Ship by express on 
the 

Combinate — We will advise 
when to ship. 

Comedian — Pack in boxes. 

Comedy — Pack in bulk. 

Commodore — Pack in bales. 

Comeliness— Ship via 

Comets — Ship care of 

Comfit — Your order shall go for- 
ward as directed. 

Comforted — We cannot ship be- 
fore 

Comfortable — We await ship- 
ping directions. 



ORDERS. 



Comic — Enter our order for the 

following 

County — Order accepted. 
Compact — Quote lowest prices 

on 

Composing — We quote lowest 

prices on 

Compactly— F. O. B. 

Company — See our latest price 

list for lowest quotations. 
Compass — We will shade our 

list prices on 

Compile — Other things as per 

price list. 
Compiler — Price of boxes to be 

added. 
Complacent — Per 100. 
Complain— Per 1000. 
Compose — Can you supply the 

following ? 
Comprised — We can supply as 

follows: 

Comrade — We can fill your or- 
der completely. 



Conceal — In case you cannot fill 
this order, telegraph at once. 

Concealment — Telegraph an- 
swer at once, stating whether 
you can or cannot fill order. 

Concerns — If you can only parti- 
ally fill order, do so; and reply, 
stating what we may expect. 

Conceit — Want all of order filled 
or none. 

Concise — Order must not be sent 
later than the day given for 
shipment. 

Conclude — This order is in ad- 
dition to our former order. 

Conclusion — This order is a sub- 
stitute for our former order. 

Condemn — This order counter- 
mands all previous orders. 

Condition — Add these items to 
the order which you have, but 
in case first order is already 
shipped, cancel this addition. 



NURSERYMEN'S TELEGRAPH CODE 123 



ORDERS— Continued 



Conduce — Have sent mail order, 
if not received, send the fol- 
lowing and cancel mail order 
when received. 

Conductor — Goods have not ar- 
rived. Wire tracer. 

Condense — We will wire tracer 
at once. 

Condign — Have you shipped ? 
We cannot wait longer than 



Condole — Shipping instructions 

by mail. 
Condoler — When will you ship? 
Condoling — We will ship at once. 

Confer — We will ship 

Confess — Express samples of 

Confide — Freight samples of ... . 



TERMS OF PAYMENT. 



Confound — As given in your 

price list. 
Conflux — As given in our orice 

list. 

Confined — One-fourth cash with 
order, balance C. O. D. 

Conflict — One-fourth cash will 
be sent next mail. 

Confront — Money sufficient to 
cover the bill will go forward 
next mail. 

Confused — Collection by ex- 
press. 

Confuted — Collection through 
bank, with B./L. attached. 

Congress — Note at 

months, without interest. 

Congest — Note at days, 

without interest. 

Congesting— Note at 

months with per cent 

from date of shipment. 



Congo — Cash with order. 

Congratulate — Secured note. 

Congregate — Draft at sight with 
B. L. attached. 

Congregation — Draft at 

days sight with B./L. at- 
tached. 

Conical — Payment from first 
money collected. 

Conjurer — References by mail. 

Connect — References required. 

Connecting — References satis- 
factory. 

Connive — References not satis- 
factory. 

Conquer — Cash in 30 days. 

Conqueror — Cash in 60 days. 

Conquest — Cash in 90 days. 

Conscious — Cash on receipt of 
the goods. 



CLAIMS AND ALLOWANCES. 



Conscript— Goods just arrived. 

In every way satisfactory. 
Conserve — Goods just arrived. 
Consoled — Goods are subject to 

your order. Under grade and 

otherwise inferior. 
Consoling — Goods are subject to 

your order. The quality is 

not as represented. 
Consorts — Goods received in bad 

order. What shall we do with 

them? 



Consorting — Hold goods sub- 
ject to our order. Will write. 

Conspire— Use what you can. 
We leave it to your judgment. 

Conspiracy — What allowance 
will make it satisfactory ? 

Conspiring— You must make 
claim on the carriers. 

Constable — An allowance of 
is claimed. 

Constant — T he allowance 
claimed is excessive. 



124 



THE SMALL NURSERY 



CLAIMS AND ALLOWANCES— Continued 

Constrain — Do the best you can. Contaminate — We cannot ac- 

We will make such deductions count for it. 

as you think just. Contempt — Can you account for 

Constitution — Return the goods it ? 

at your expense. Contented — We have sent sam- 

Consular — There must be some pies. 

mistake. Contentful — Send samples. 

Consume — You must be mis- Continent — We cannot allow the 

taken. claim. 

Consuming — You are mistaken. Contort — We will allow the 

Contact — W^e were mistaken. claim. 

COMMERCIAL STANDING. 

It is to be understood that parties giving information under this 
heading are not to be held responsible, and that the answers shall 
be held confidential. 

Contortion — Write us fully in Copper — Good for a moderate 

regard to standing of amount. 

Contraband— Telegraph us the Copy— Inclined to be tricky and 

standmg of unreasonable. 

Contracted — Do you thmk we r»«-^:«i u 4. i 

r t 1 v . .^1 Cordial — Have not much means, 

can safely do business with but honest and we think would 

Contradict-Is entitled ^^'^at they agreed to. 

to credit ? Corporal — Unreliable and un- 

Convent— Satisfactory in every trustworthy. 

way. Correction — Considered doubt- 
Convex — Good, but slow. ful. 

Convention — We would advise Corrupt — We are not informed. 

security or cash before ship- Corruption — See R. G. Dun & 

ment. Co.'s reports. 

Conveyance — Should pay cash Cost — See Bradstreet's reports. 

before shipment. Costume — See Nurserymen's 

Convince — Would not advise Mutual Protective Association 

you to do business with reports. 

DRAFTS AND REMITTANCES. 

Cottage — Draw on us for bal- Cow — Do not draw on us. 

ance due. Coward — Have drawn at sight. 

Couch— Draw on us for Cowardly— Have drawn at .... 

Cough — Draw at sight. sight 

Counsel-Draw at three days Crab-Have paid your draft. 

CouSer-Draw at days Crags-The draft will be duly 

si^'^ht nonorerl. 

Coumge— Draw with bill of Cramp— Draft promptly hon- 

lading attached. 

Court— Can we draw upon you ? Crank— Draft dishonored. 

Courting — How much can we Crape — We cannot protect your 

draw ? draft. 



NURSERYMEN'S TELEGRAPH CODE 125 



DRAFTS AND REMITTANCES— Continued 

Crash — When can we expect a Crime — We have sent 

remittance ? by mail. 

Crawl— Have you remitted ? Crhninal— Will remit balance 

Crawling-Remit the balance Crimgon-We cannot remit. 

Cripple — We cannot remit before 

Crews — How much have you 

remitted ? Crowd— Have remitted. 

Crib — We have sent by Crook — We have received your 

express. remittance. 

TELEGRAMS AND LETTERS. 

Crocus — Understand the remain- Crusher — This is the telegram 

der of this message as it reads, which you wished repeated. 

without regard to the Code. W'e have altered it somewhat 

Crochet — Do not understand to make the sense plainer. 

your telegram. Cube— Please telegraph in cipher. 

Crowner-Repeat the whole of Cubical-Keep this information 

Crude— Do not understand .... ^ pnvate. ^ 

word of your telegram, repeat Cuckoo— Have you received our 

letter : 

Cruel — The correct word is .... Cucumber — We have received 

Crucible — Telegram received your letter. 

yesterday. Cuddy — W^e have not received 

Crucifix — Our message should your letter. 

have read Cudgel — Will write fully by 

Crumb — Answer by mail. next mail. 

Crust — Advise by wire. Cuff — Particulars by mail. 

Crudity — Particulars by mail. Culprit — Wait for letter. 

Cruelty — Reply by day message. Culture — Your letter of ...... 

Cruiser — Reply by night mes- received. Everything satisfac- 

sage. tory. 

Cruising — Telegraph answer at Cunning — Your letter of ...... 

our expense. received and is not satisfac- 

Crumble — Your telegram re- tory. 

ceived. Cupid — Your letter of ...... re- 
Crumbling — Your telegram re- ceived, having attention. 

ceived. We will write you Cupidity — Your letter of 

fully by today's mail. did not contain the enclosures 

Crupper — Your telegram re- as stated. 

ceived. Everything satisfac- Curfew — Your letter of 

tory. has not been received. 

Crusade — Answer by telegraph Curious — We await receipt of 

not necessary; reply by letter your letter^ 

will be sufficient. Current — We refer you to our 

Crusaders — Reply at once if not letter of 

satisfactory. Cuticle — See transactions Ameri- 
Crushing — Telegram received ican Association of Nursery- 
today, men. 



V,« 0- H^^^ 



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